Posts Tagged ‘Hitwise’

Hitwise releases Oprah Twitter data

April 21, 2009

Whoever says Oprah doesn’t have an impact on society is full of it. Hitwise released data today showing the lift that Oprah gave Twitter. It’s quite impressive to be honest. There was a 43% increase in visits on April 17th from April 10th. 

Now, the larger question is will the early adopters jump the shark and head somewhere else now that every soccer mom in America knows what Twitter is? When Omniture Summit was in town, I asked a few key industry names why doesn’t anyone like Plurk, mainly Jeremiah Owyang and the responses were, “Who do you know on Plurk?”. It was a great response then, but will the early adopters of Twitter want to get away from the masses? Not sure Plurk is where they will go, but could be. What about FriendFeed? Or will they stay with Twitter and just keep their following to people they want. As long as Twitter can handle the bandwith issue, there is no immediate impact on any user prior to @Oprah and @aplusk.

At the end of the day, it does not matter. What does matter is that Oprah drove a ton of new people to Twitter and they will see a lot more accounts. The question is how can marketers utilize Twitter and how can Twitter monetize the increase in traffic.

Hyundai sees biggest % lift from Super Bowl ad

February 8, 2008

Hyundai, the company that was in and then out and then finally in the Super Bowl saw the largest percentage increase in traffic to their site with the Hyundai Genesis ads. Hitwise reported that they saw a 1450% increase in traffic. To be honest, I am not surprised since I had no clue what the car was going to be called, therefore, I could not predict hyundaigenesis.com was the corresponding site. I was a little surprised to see that mytalkingstain.com did not see a large spike in traffic % wise as well.

Anyways, whether I knew the car name or not, its good to see success from mainstream media driving people to the web whether there is a strong call to action or not. I do not remember the end tags of the commercial, and barely remember the ad other than it compared to size of BMW 7 series, but it appears that it spiked interest and drove people to the site. One must note that the chart below is based on percentage and not actual visitors, I would be willing to bet a large sum of money GoDaddy.com would come out on top of that list hands down.

The Hitwise report numbers are below, some interesting numbers are present.

Super Bowl Advertiser
Websites Ranked By Percent Change Based on
Daily Market Share of U.S. Visits
Advertiser Domain

Sunday % Change

Monday % Change

Hyundai http://www.hyundaigenesis.com

1450%

-55%

Paramount http://www.ironmanmovie.com

800%

-33%

GoDaddy http://www.godaddy.com

616%

-30%

Audi http://www.truthinengineering.com

433%

NA

SalesGenie http://www.salesgenie.com

333%

15%

Office of National Drug Control Policy http://www.theantidrug.com

200%

0%

New Line Cinema http://www.semipromovie.com

200%

133%

Gatorade http://www.gatorade.com

200%

-33%

Under Armour http://www.underarmour.com

156%

-22%

Bud Light http://www.budlight.com

100%

0%

Tide http://www.mytalkingstain.com

57%

NA

GMC http://www.gmc.com

39%

-25%

Coke http://www.coca-cola.com

33%

25%

CareerBuilder http://www.careerbuilder.com

27%

39%

Budweiser http://www.budweiser.com

25%

20%

Planters http://www.planters.com

15%

0%

Dell http://www.dell.com

8%

9%

Cars.com http://www.cars.com

2%

5%

Garmin http://www.garmin.com

0%

22%

T-Mobile http://www.t-mobile.com

-1%

-7%

Victoria’s Secret http://www.victoriassecret.com

-2%

19%

Toyota http://www.toyota.com

-10%

-3%

Toshiba http://www.toshibadirect.com

-15%

32%

Disney http://www.disney.com

-17%

-34%

Taco Bell http://www.tacobell.com

-20%

-25%

eTrade http://www.etrade.com

-27%

175%

Sunsilk http://www.lifecantwait.com

-29%

100%

FedEx http://www.fedex.com

-31%

136%

20th Century Fox http://www.jumperthemovie.com

-50%

-50%

Claritin http://www.claritin.com

NA

100%

Vitamin Water http://www.vitaminwater.com

NA

-50%

AMP http://www.ampenergy.com

NA

200%

Note – the data is based on the daily market share of U.S. visits among all US Internet users from the Hitwise sample of 10 million U.S. Internet users. The Sunday percent change is based on comparing the daily market share of U.S. visits for Feb. 3, 2008 vs. Feb. 2, 2008. The Monday percent change is based on comparing the daily market share of U.S. visits for Feb. 4, 2008 vs. Feb. 3, 2008.
Source: Hitwise