CTV Vancouver vs. Virgin Radio Vancouver: Google Search Trends since Winter Olympics 2010


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Written by Amit pankaj
on February 16, 2011

In a constant effort to stay as strong as always- with our SEO abilities, Ismoip invariably focuses on research and study in what is latest in Search behaviours, Patterns and Algorithms.

As we’ve done before, this time we take a look at the search data of two media companies operating in Canada (Vancouver division). It’s been almost one year since we’ve had an amazing Winter Olympics, so we thought of using it as a benchmark to conduct our research. Using tools like Google Insights for Search—we see what we could uncover about those 17 days of gaming events (Olympics in Feb 2010) and its audience. Search patterns can truly reflect the “pulse” of the world, and we found that the pulse of Winter Olympics fever certainly beat strong as millions of fans stayed glued for news in the hope that their team would make history that year.

The Olympics is a global sport, and that’s certainly true in search.  For our analysis as mentioned, we chose to compare here the search trends between two Canadian operators, CTV Vancouver, the #1 choice for prime-time viewing, who has been the most-watched television network in Canada for the past nine consecutive years and Virgin Radio Vancouver, more of a music brand and relatively new 1999 entrant mostly in radio, but having TV and radio very much part of their brand.

Two search terms picked up for analysis are: CTV Vancouver and Virgin Radio Vancouver.

For the search term (CTV Vancouver), based on global search insight for this query, we spot how the search particularly increased in the month of Feb 2010 when the Olympics were held in Vancouver, Canada.

Here, for the keyword CTV Vancouver, the average global monthly search queries stood around 27,100, but for the month Feb 10 it peaked up to an amazing 1,10,000 search queries.

On the other hand, for the search term Virgin Radio Vancouver, illustrated below whose average global monthly search stood 12100, the month of Feb wasn’t too spectacular with just 9,900 searches. Although this demonstrates some increase (as overall ripple effect of may be the holidays) but, clearly shows it being a non news channel, and thus not a major beneficiary of Olympics.

Canada, esp. British Columbia was the #1 state searching for keywords CTV Vancouver, virgin radio Vancouver and similar queries for obvious reasons.

Another good way is to use Google Trends for comparisons. Google Trends analyzes a portion of Google web searches to compute how many searches have been done for the terms you enter, relative to the total number of searches done on Google over time. The result – a Search Volume Index Graph.

The graph you see is scaled to the average of all search traffic for the search term ‘virgin radio vancouver’ in comparison to ‘ctv vancouver’ for the year 2010. Here the data scaled for our term virgin radio vancouver is represented as 1.0. In relation the term ctv vancouver search results were 4.8 times more.

We notice a significant spike in the graph to 42.6 for the keyword ctv vancouver during the Olympics i.e. for the month of Feb; this spike means that traffic gap between both keywords was 42 times more the average for 2010 showing the increased surge in search. Similarly, in Nov 2010 the search results for virgin radio were 3.4 means its popularity increased particularly during this time, much more than even ctv vancouver in terms of percentage.

We do realize that these trends are based on aggregated data from millions of searches done on Google over time. Moreover, the results Google Trends displays are produced entirely by an automated Google formula. As an additional measure, Trends only returns results for terms that receive a significant amount of search traffic.

It may not easy to predict the trend of Google, but it is indeed beneficial to know how Google’s gonna work!:)

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