Brands sponsoring the World Cup and its competing teams witness growth in searches from U.K. users.
Brands associated with the World Cup and its competing teams are witnessing substantial growth in searches from U.K. users, according to data from Experian Hitwise.
The online measurement company estimates searches for South African Airways - an official sponsor of the South African team - grew 129.2 percent between the week ending June 5 and the week ending June 12.
The rest of the brands in the top five gainers were beer brands, with Heineken - an official sponsor of the Netherlands team - experiencing a 75 percent increase in searches for its brand in the U.K. last week. Carlsberg, official sponsors of the England team, and Corona, sponsors of Mexico, both experienced a 50 percent increase, while searches for Budweiser, sponsors of the U.S.A team and an official Fifa World Cup sponsor, rose by exactly a third.
The World Cup began officially on June 11, meaning the data collection period only included two days of action from the tournament itself. Potentially, therefore, data encompassing a full week of matches could result in even greater growth in searches for brands aligning themselves with the event. It's also likely, however, that such drastic growth in searches for South African Airways simply mirrors users' desire to track down last minute flights before the tournament began.
Hitwise has also reported huge growth in non-brand terms relating to the World Cup, particularly around major players and events. For example, searches for England goalkeeper Robert Green grew 12-fold following an error in a match against the U.S.A last Friday, and searches for "vuvuzela," the African horns blown indefatigably at most matches, increased 20-fold.
Increase in U.K. Searches for World Cup-Related Brands (Change is for week ending June 12 vs. prior week)
|Rank||Brand||Week-over-week increase in related searches (%)|
|1||South African Airways||129.2|
|Source: Experian Hitwise|
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.