X-Factor marks the spot for mobile web traffic

NOVARRA, the Internet Mobility company, has today released research showing how the popularity of The X-Factor has crossed onto the mobile platform.

Page views of websites related to the reality TV show grew by over 15,000 per cent between September and December to a peak for the final.

Overall, page views of websites peaked on Sundays, coinciding with the weekly live eviction show.

The 13^th December final (during which 10 million votes were cast and 19 million people tuned in) caused a surge in mobile web traffic, with page views increasing by 55 per cent from the previous week to record the highest number of the entire series.

The live shows on both Saturday and Sunday appear to have played a crucial role in driving mobile web traffic to the sites, with page views increasing by 35 per cent between Saturday 3^rd October (the announcement of the final 12 contestants) and Saturday 10^th October (the first live show featuring all 12 contestants performing).

Despite the hype suggesting that ‘Jedward’ were largely responsible for the popularity of this year’s show, traffic actually increased after their departure. On 23^rd November (the day of ‘Jedward’s’ final appearance in the competition) page views were down by nearly 35 per cent from the previous week. Following their exit, page views increased by 122 per cent on 30^th November, with a further growth of 85 per cent the weekend after that.

Other key findings:

· One of the lowest levels of weekend page views was recorded on Sunday 18^th October, the day of judge Cheryl Cole’s performance on the show. Views were down 124 per cent from the previous week

· Excluding the final, page views reached their peak on Sunday 25^th October, up 74 per cent from the previous week. On this day, early favourite Danyl Johnson was in the bottom two and had to ‘sing for survival’

· Despite fans’ threats to boycott the show following contestant Lucie Jones’ exit on 8^th November, page views increased by 83 per cent the following week

One thing made clear by the research that has profound implications for mobile marketers is that mobile web traffic appears to work particularly well in conjunction with other media. The good news for traditional marketers is that this indicates the “marketing mix” is alive and well.

Scott Cotter, Senior Director Marketing Novarra, said: “These findings illustrate how TV can be a powerful driver of mobile web traffic and that consumers are using their mobile devices to supplement their TV viewing habits. Furthermore, such volumes of traffic make a strong case for targeted mobile advertising moving forward.”

Comments:

Julian Jordan
Date: 16/12/2009 10:55:36

This does illustrate that the "mix" is alive and kicking. But, it's no coicidence, the best brands at mobile marketing tend to be the best at the rest of the mix too!

Dave Philmore
Date: 16/12/2009 15:21:42

Some pretty impressive traffic increases there. But it begs the question - will Mobile Marketing remain the 'Bridesmaid' - i.e. just a channel that services others, rather than being a lead channel?

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