Wednesday, June 30, 2010

Gasta Tech Update: Hotwise Europe

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Feature Article
The brands topping the World Cup sponsorship league
Peroni, sponsors of the Italian team and England sponsors, Carlsberg saw the greatest number of UK Internet searches of all World Cup sponsors during the week ending 26/06/2010. Searches for Peroni, increased by 50% between the week ending June 19 and the week ending June 26, although the Italian team were on their way home from South Africa by June 24. Peroni's Experian Hitwise World Cup Index score increased from 100 to 150 based upon the volume of searches for the brand.

The promise of a last-16 tie against Germany saw UK Internet searches for Carlsberg increase by a third, while searches for Pepsi, sponsors of the USA, increased by the same amount. Telecoms businesses T-Mobile and Vodafone (down from fourth place in week two's index) completed the top five, but with a much lower increase in the volume of searches.

The results highlight the relative dominance of drinks brands in generating online buzz in the 2010 World Cup. Budweiser topped the brand index for the week ending 26/06/2010 with a 25% increase in online searches, while in the first week of the tournament, beer companies made up four of the top five performers.

Overall the best performing sector was food and drink, with a 4.8% increase in searches, followed by technology and telecoms with a 2.8% increase.

View the full article and past Brand Indexes.
Brand Index Week 3 - top five performers
Rank Brand Experian Hitwise Brand Search Index, w/e 19th June Experian Hitwise Brand Search Index w/e 26th June Week on week change (%)
1. Peroni 100 150 50.0%
2. Carlsberg 60 80 33.3%
3. Pepsi 49 65 33.3%
4. T-Mobile 110 118 7.2%
5. Vodafone 127 136 7.0%

Fast Movers
LoveFilm -

Position for April 2010 - #134
Position for May 2010 - #89
Positions jumped - 45

Ranking 89th during May 2010, LoveFilm is now one of the top 100 websites in the UK, and the 11th most popular online retailer (putting it ahead of a number of big names including: B&Q, ASOS, Apple, Top Shop, Currys, and HMV). LoveFilm is also the second most visited movie website in the UK after IMDB.

Since taking over Amazon's DVD rental business in early 2008, UK internet traffic to LoveFilm has increased by 150%. Unlike most other retailers, the DVD rental subscription service isn't particularly reliant on search engines for traffic (they account for just one-fifth of visits vs. two-fifths for the typical retailer). Instead, other key sources of traffic are social networks (it is the 8th most popular retailer visited after Facebook), email and entertainment websites - with much of the former traffic coming via advertising, affiliates and refer a friend schemes.

News In Brief
Budget 2010: the online response
Given the wide range of changes introduced in the recent budget announcement, it was no surprise that many people went online to research both the key points and finer details. On 22/06/2010 1 in every 179 UK searches was budget related, including 21 of the top 1000 terms. 'budget 2010' was the 25th most searched for term in the UK on the day of the budget announcement, making it the top generic term ('budget' was 29th overall and 'world cup 2010' was 32nd).

After a number of the variations on the word 'budget', the next most popular term was 'capital gains tax', with tax credits, child benefit, VAT and the disability living allowance also picking up references in the top 1,000. 'bbc budget' was the top branded term ('sky news live' fell slightly outside of the top 1,000) and George Osbourne was the most searched for politician, followed by Harriet Harman (also falling outside the top 1,000).

As expected, both BBC News and Sky News experienced spikes in traffic following the budget announcement. Taking into account some of the smaller sites that benefited from traffic, Telegraph Blogs experienced the biggest increase (87% increase in UK Internet visits between 21/06/10 and 22/06/10), followed by Telegraph Shares (85%), Yahoo! Finance (74%) and MSN Money (60%).

View the 21 budget-related terms and read the full article.

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Hot Consumer Electronics List

The Hot Consumer Electronics List is a dynamic Excel-based report which leverages Hitwise's weekly search term data to produce an on-the-pulse view of the Consumer Electronics sector in the UK. Email to find out how the Hot Consumer Electronics List helps marketers maximise PPC investment, assess and adjust search strategy to increase profits, maximise content appeal, effectively manage supply chains and improve campaign scheduling.

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