Hitwise Intelligence - Bill Tancer - US
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January 19, 2007
Special K - Another TV Search Call to Action
While watching morning television this am, I noticed a commercial for Special K. At the end of the spot the voice over urged users to go to Yahoo! Search and search on "Special K." The spot included a screen shot of Yahoo! Search with the search term, reminiscent of the Google Pontiac spots we covered here.
I logged into Hitwise with two questions: 1) did the call to action increase searches on Special K and 2) Did searchers follow directions and Yahoo! Search "Special K" or did they Google "Special K?"
The chart below shows a clear increase in searches on "Special K" over the last four weeks, presumably the time that this commercial spot has been running.
Our search term analysis tool tells us that over the last four weeks, The Kellogg's Special K site received 61% of traffic on the search query "Special K," which highlights one of the dangers of using search as a TV ad call to action. That being said, it appears that television viewers did as they were told, over the last four weeks, 53% of "Special K" searches occurred on Yahoo! Search, a strong skew considering that Yahoo! Search's market share of all searches U.S. is 21.6%.
Posted by Bill Tancer at 02:53 PM
Posted to Search
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Comments
Hi Bill,
This is very interesting.
- Do you know if the peak in Yahoo searches is due to the TV campaign itself, or to the fact that the campaign suggested to do the search? It is probably both, but do you have examples of previous "special K" campaigns with similar exposure and no search mention to compare?
- Do you know if Internet users who switch to Yahoo Search for this particular query stay with Yahoo Search in following searches? And if so, is this sustainable? If it was the case, it would open the door to many search engine/brand partnerships...
Posted by: Olivier at January 19, 2007 06:04 PM
Does this mean that most tv watchers have a computer/laptop very close or are simultaneously surfing the net also?
i know everyone in my family has this habit
Posted by: Umesh at January 21, 2007 12:07 AM
Would be nice to see if there were any changes in the search volume for "special k" in Google and MSN.
Posted by: Tom at January 22, 2007 02:30 PM
Does this mean that more people searched for Special K than just typing in the address?
Posted by: Russ at January 23, 2007 02:31 AM
