• http://www.rimmkaufman.com George Michie

    Really interesting analysis, Vanessa. Impossible to gauge from the outside, but it would be interesting to see whether including a url or other shout out to online actually has any impact on traffic to those properties. Did people tweat about the Budlight commercial because it included a hashtag, or because it was stupid? Are people more likely to go to the website if its mentioned, or does everyone already understand they can go to the website if they want to?

    It seem to me, the mere mention of the web properties may not have much impact on behavior. People search for commercials on YouTube that are funny, regardless of whether the commercial mentions YouTube.

    I would wager brands will have much greater success getting folks to engage online if they give people a reason to do so: “Go to this url to get….”

    But, as you point out, these folks are just learning to acknowledge the web, actually pushing folks towards it may take some time.

  • Grady Newsource

    Correction: You state that the searches this year were 122 times higher than last year. That seemed a pretty astounding statistic. So, I checked. Actually, the Google blog says the searches were 122 times higher than the last WEEK. Still an amazing stat, but not an astounding stat.

  • http://ninebyblue.com/ Vanessa Fox

    Haha. Thanks for the catch.