TV-related searches expected to soar in lead up to World Cup
Online searches for television are expected to soar in the lead up to the World Cup, according to new research from Greenlight.
The report found that more than 16.5 million searches for brown goods were conducted online by UK users in March 2010, up 9% on similar searches in February.
However, searches for entertainment products, including TVs, DVD players and recorders, as well as PCs and laptops, are predicted to increase even more in the lead up to the FIFA World Cup in South Africa.
Entertainment product terms, including personal video recorders and brands such as Apple, were among the most popular search terms in March with 6.2 million searches, accounting for 38% of brown goods-related searches.
The term ‘Television’, meanwhile, accounted for 9% of all brown good searches. Greenlight forecasts an “upsurge in [TV] searches in the lead up to June, as there will be a number of consumers who will look to purchase a new TV to watch” the football.
The industry will be keen to see if the World Cup also boosts the sale of 3D TVs, as predicted.
Overall, Amazon was the most visible website for brown goods-related keywords. It was also the most visible advertiser in paid search with 43% visibility, according to the report.
The BBC, meanwhile, achieved a 60% share of voice for TV product terms due to relevant TV-related content and credibility through links.