Hitwise Intelligence - Sandra Hanchard - Asia Pacific
« Social Graph – Implications for Marketers | Main | What are Kiwis Doing Online? Global Benchmarks »
March 05, 2008
Underbelly vs. So You Think You Can Dance
With the 2008 TV ratings season well and truly started, Australian online searches for viewers' favourite shows have surged. While the new season officially kicked off on February 10, there were increased searches for 'So You Think You Can Dance', the Network Ten talent contest, week ending 9 February 2008, indicating successful marketing leading up to the program.
Nine Network's Melbourne crime drama, 'Underbelly' received a huge spike in searches week ending 16 February 2008, partly related to the court order that banned its screening in Victoria. Underbelly has since received higher volume of search variations than So You Think You Can Dance. The below figure charts search variations for TV programs on Channel 7, Nine Network and Network Ten.
A quick look at the TV ratings over at OzTAM indicates that So You Think You Can Dance attracted more viewers than Underbelly between 17 February and 23 February 2008, contrary to our search data. There is a fairly simple explanation however, with the broadcast ban on Underbelly prompting viewers to search for episodes online instead. A Hitwise Search Term Report on the term 'underbelly' indicates a substantial volume of searches for torrents and downloads.
The likelihood that it was Victorian users seeking to download episodes of Underbelly is reflected by our Demographics data. The Traffic Breakdown chart shows that 39.53% of traffic to Underbelly came from Victoria. As Victoria represents 23.91% of the online population, the index of Underbelly's representation in this State is 165.36.
Posted by Sandra Hanchard at 03:25 PM
Posted to Television
Trackback Pings
TrackBack URL for this entry:
http://weblogs.hitwise.com/movabletype/mt-tb.cgi/750.
Listed below are links to weblogs that reference Underbelly vs. So You Think You Can Dance:
» The Top 100 Analyst Blogs by Technobabble 2.0 from Business Intelligence Analysis and Commentary
Congratulations to those who made the top 100. 1 Web Strategy by Jeremiah 10 30 29 19 88 2 Compete Blog [Read More]
Tracked on March 13, 2008 05:24 PM
