TV ads chalenging search loyalty
Bill Tancer over at Hitwise has a great study on the impact of a call-to-search placed within a Special K TV ad. In his study he shows the increase in search traffic following the ad, which asks people to go to Yahoo! and search for Special K.
What’s surprising for me isn’t the increase in searches following a TV ad, but the 53% share of searches received by Yahoo!, far exceeding its market share of 21%. Just as well for Kellogg’s, because unlike Yahoo!‘s top 10 listing which are nearly all to do with their cereal, Google results seem to be a little biased towards Ketamine. An anaesthetic, used by some as a hallucinogenic recreational drug.
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[…] Edit: Upon further research, it looks like someone already noted a difference in the search results. (Kocchi just misinterpreted the direction of slant.) […]