| ABC Television Digital Strategy Paying Off |
The Australian Broadcasting Corporation's decision to open up its television archives online earlier this year appears to have resulted in significant growth for the ABC Television website, increasing its market share of visits amongst Television - Networks and Channels websites by 374% year-on-year in August 2007. ABC Television received a further spike in traffic of 60% during the week ending 8 September 2007, achieving top position within the Television Networks and Channels industry, ahead of Yahoo! 7 TV, CNN.com and ESPN.com.
It was the antics of the ABC's Chaser's War on Everything at APEC in Sydney that was responsible for this boost in traffic, with the public keen to download footage of the fake motorcade on the Internet. Hitwise data indicates that searches for 'chaser' reached their highest point ever over a 12 month period. Visits to the ABC Television website spiked during the media reportage on September 6, as well as the night of the screening on September 12, which apparently drew a record 2.3 million viewers to the show.
Summer Heights High
Despite the popularity of Chaser's War on Everything, the leading search term to ABC Television (4 weeks ending 8/9/07) was in fact 'summer heights high', another Australian comedy show, and brainchild of Chris Lilley.
Viewer interest in Summer Heights High outstripped other ABC shows as indicated by search term data, for the week ending 15 September 2007; while user interest in Chasers War on Everything appears to have a strong relationship with the show's airing periods. Search term analysis also indicates that while ABC Television drew the majority of visits on searches for 'summer heights high' with 61.1% of traffic for the week ending 15 September 2007, YouTube attracted 5.19%. This appears to be due to Google embedding YouTube videos in their search results.
The non-commercial status of ABC has meant they can provide a greater amount of free video content online without the same level of return required by commercial stations. It will be interesting to see if this service will remain free in light of the increasing popularity of their website.
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| Industry Search Terms Report for Business and Finance - Building and Construction |
The following report lists the most popular terms typed into a search engine over the 4 weeks ending 22/09/2007 that resulted in traffic to websites classified by Hitwise within the 'Business and Finance - Building and Construction' industry. For example, the most popular search term was 'kit homes' representing 0.65% of all search terms that delivered users to websites classified by Hitwise in the 'Business and Finance - Building and Construction' industry.
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| 1. |
kit homes |
0.65% |
| 2. |
dulux |
0.62% |
| 3. |
reece |
0.55% |
| 4. |
kennards hire |
0.44% |
| 5. |
metricon |
0.44% |
| 6. |
boral |
0.39% |
| 7. |
tradelink |
0.38% |
| 8. |
caroma |
0.35% |
| 9. |
metricon homes |
0.34% |
| 10. |
reece plumbing |
0.32% |
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| Australian Idol - www.australianidol.com.au |
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With reality TV show Australian Idol kicking off again for another season, the Australian Idol website (www.australianidol.com.au) experienced an increase in market share of over 167% during the week ending 01/09/07, holding 17.86% of the market share in the Television - Programmes industry. Following Google, the top websites to refer traffic to the Australian Idol website were MySpace - www.myspace.com (4.93%), Network TEN - www.ten.com.au (3.20%), and Ninemsn - ninemsn.com.au (2.99%) during the week ending 01/09/07. Searches directing traffic to the Australian Idol website suggest that the most popular idols are Matt Corby, Jesse Curran and Lana Krost, as of the 4 week period ending 15/09/07.
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| Sports - AFL Football |
This category encompasses the websites of football clubs and fans, as well as sites which provide anything related to Australian Rules Football. The data below is based on All sites » Weekly rankings for the week ending 22/09/2007 » Ranks by 'Visits'.
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| 98.4% |
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of traffic to this category was directed at domestic sites.
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| 1. |
Computers and Internet |
41.05% |
| 2. |
Sports |
25.32% |
| 3. |
Search Engines |
18.55% |
| 4. |
AFL Football |
17.98% |
| 5. |
News and Media |
15.61% |
| 6. |
Print |
11.53% |
| 7. |
Net Communities and Chat |
9.08% |
| 8. |
Entertainment |
8.04% |
| 9. |
Portal Frontpages |
6.16% |
| 10. |
Business and Finance |
5.67% |
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|
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| 1. |
Sports |
33.66% |
| 2. |
Computers and Internet |
24.92% |
| 3. |
AFL Football |
21.71% |
| 4. |
Entertainment |
16.62% |
| 5. |
News and Media |
11.85% |
| 6. |
Business and Finance |
8.32% |
| 7. |
Print |
7.88% |
| 8. |
Net Communities and Chat |
7.63% |
| 9. |
Search Engines |
6.87% |
| 10. |
Games |
5.52% |
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