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Hitwise Intelligence - Robin Goad - UK
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Eduardo injury and YouTube
February 26, 2008
The horrific injury sustained by Arsenal’s Brazilian-born Croatian striker Eduardo da Silva has led to an outpouring of sympathy from football fans, and not just supporters of Arsenal or Croatia. Searches for ‘eduardo’ increased almost forty-fold last week, and ‘eduardo injury’ was the fastest moving search term sending traffic to a number of Hitwise categories, including Sport, News & Media, and Social Networking & Forums.
The biggest recipient of this search traffic from our News and Media category was BBC Sport, while ‘eduardo injury’ was the second highest ranked search term sending traffic to both the Guardian Unlimited Football and Express and Star websites (neither site resorted to paid search). The Express and Star is the largest regional newspaper in the Midlands, which explains its high ranking. Searches for ‘martin taylor’ (Birmingham City’s Martin Taylor was the player sent off for committing the foul which resulted in Eduardo’s injury on Saturday) also increased by 600% last week, while the proportion of visitors to the Express and Star’s website coming from London increased from 4% to 6% over the same period.
As you can see from the table above, YouTube was the second largest recipient of searches for ‘eduardo’ last week. People were obviously curious to see videos of the injury, and ‘eduardo’ was the highest ranked football search term sending traffic to the video sharing site last week. In fact, there were a number of other Eduardo related search terms included in the top one thousand search terms sending traffic to YouTube, while three of the top 10 Eduardo-related search terms across all categories included the word ‘video’. YouTube was also the 11th ranked website sending traffic to Arsenal.com last week, its highest placing as an upstream site this season.
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Posted by Robin Goad at 01:50 PM
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In Categories Demographics | Football | News and Media | Search | Social networks | Video
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