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Hitwise Intelligence - Sandra Hanchard - Asia Pacific
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Underbelly vs. So You Think You Can Dance
March 05, 2008
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.
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Posted by Sandra Hanchard at 03:25 PM
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