US advertisers score with Oscar Awards webcast

MUMBAI: The Lord of the Rings:The Return of the King wasn't the only big winner at the Academy Awards a week ago. US advertisers were also rewarded through Oscar related sponsorships, increased traffic to their web sites. 31 per cent of Internet users were online as they watched the Academy Awards.


Claria Corporation conducted independent analysis through its Feedback Research Division on Oscar related online sponsorships, consumer online behaviour, and television advertising around the Academy Awards. Of Claria's 40 million active users, over 750,000 viewed the Yahoo! Movies 76th Academy Awards website in the week leading up to the show. Claria measured user response to Diet Pepsi's sponsorship of the Yahoo! Movies 76th Academy Awards Web site and conducted a survey with a sample of over 300 users who had recently viewed the site.

Claria also measured the results of Cadillac's sponsorship of the "Oscar Night" section of and a second survey was conducted among 100 users who viewed that section. A third survey was conducted among 1,085 users during the Academy Awards. Finally, Claria assessed Web site traffic of advertisers who ran television ads during the show.

There was a 52 per cent aided recall figure for Diet Pepsi while for Cadillac the number went up to 74 per cent. HP which broadcast ads during the webcast saw its online traffic increase by 131 per cent. American Express received a spike in online traffic of 105 per cent. As expected movie sites like Yahoo! Movies,, saw heavy increases in traffic as the broadcast drew near. For the figure increased by 1910 per cent while saw an increase of 693 per cent.

During the show, experienced a 700 per cent increase in traffic as aaginst its average daily site traffic experienced 20 per cent of its total traffic for Oscar night during the hour before the Academy Awards was televised, when it aired its Red Carpet show on television.

Claria Corporation specialises in online behavioural marketing. It claims to serve over 40 million consumers. Its clients include over 1000 advertisers

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