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Hitwise Intelligence - Heather Dougherty - North America

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New TVs for Super Bowl Sunday

January 28, 2008

For consumers in the market for a new television to watch the Super Bowl on Sunday, retailers are offering plenty of discounts and promotions. The National Retail Federation is predicting that the number of TVs sold will increase more than 50% from last year, so I decided to see how that might translate into search behavior.

Interest in both LCD and plasma TVs has increased over the past two weeks leading up to the big game. The weekly share of traffic for the search term ‘lcd tv’ is up 24% and the term ‘plasma tv’ is up 27% to the Shopping & Classifieds category for the week ending Jan. 26th from the previous week. Searches for ‘plasma tv’ are up 51% compared to the same week last year (‘lcd tv’ is up 9%).

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When looking specifically at the Appliances & Electronics category, the search volume for ‘lcd tv’ is up 52% compared to the previous week and the volume of searches was 68% higher than for ‘plasma tv’. Many people may be researching plasma TVs, but those searching for LCD TVs are ending up at the websites of retailers. The top 5 websites receiving traffic from each of the terms over the past 4 weeks suggests that consumers searching for LCD TVs may be closer to the purchase.

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The brands being searched differ between the two types of TVs – Panasonic is the most commonly searched brand among those seeking information about plasma TVs while there is more variety for the LCD TV searches. Searches for specific models were also more prevalent in the search terms for plasma TVs, especially Panasonic models.

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This week will continue to provide retailers with the opportunity to promote sales of TVs and related accessories (e.g. home theater equipment, furniture) before Sunday. Fast delivery, installation & in-store pick up will be come increasingly important as we near the big game on Sunday.

Posted by Heather Dougherty at 03:17 PM | (0) | (0)