Oscar Search: Where Users Clicked


The writer’s strike has officially ended and the first big event since the truce has finally taken place, the 80th Annual Academy Awards. This event is not only a huge night for the film industry, but it is another of the few advertising opportunity juggernauts both off and online with a global audience of about 800 million viewers.

The interest leading up to and post-awards show is undeniable with millions of searches going on for actors, films and miscellaneous information concerning the show starting from the announcements of the nominees.

Researching the effects of the show on traffic, we came across a comprehensive graph on compete.com that displays the top referring domains for Oscar related searches.

Included with the graph was a listing of the top 10 destination domains findings which outlines the specialization of each site.

Top 10 Destination Domains Findings:
• Oscars.org (the home of The American Academy of Motion Picture Arts and Sciences) and oscar.com (the home of the Annual Academy Awards) are not surprisingly the top two sites for anything and everything Oscars.

• The specialized Oscar sections of yahoo.com and aol.com catapulted these portals into the Top 10 list; MSN’s Academy Awards sections failed to attract the same attention falling to number 28 on the list.

• The specialist imdb.com fell behind the generalist wikipedia.org. Imdb lost this battle despite the fact that it is devoted exclusively to films and television and even has a link to its Oscars section on the homepage.

• Filmsite.org, a small film appreciation site which typically attracts between 200-250 thousand unique visitors is up there playing with the big leaguers. Never underestimate the focused and determined little guy.

• Entertainment Weekly is dominating the pre-awards traffic. Notable competitors include variety.com at number 20 and people.com all the way at 101. I am interested in seeing if this trend continues after the show airs.

• With the home field advantage and a prominent link to the Oscars section on it’s homepage, the LA Times catapulted into the Top 10 list, leaving behind The New York Times (49), CNN (62), ABC (71), and USAToday (72).

With some of the results surprising many including the recipients such as Marion Cotillard for best actress in “La Vie en Rose,” Glen Hansard and Marketa Irglova for best original song in “Once”, and Tilda Swinton for best supporting actress in “Michael Clayton”; chances are, Fandango and Netflix will be enjoying a spike in traffic as well.

Graph and list compliments of compete.com.


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