Super Bowl 2010: Marketing's Big Game (part 2)

With heightened search interest in the Super Bowl this year, what can be expected of complimentary categories such as electronics, sporting goods, apparel, and party supplies?

Across the board we find that online activity is up year-over year. In fact, compared to 2008:

• Searches in the home video category are up by as much as 32%
• Searches in the sporting goods category have increased by as much as 28%
• Searches for football apparel have increased by 52%
• Searches for BBQ have increased by 28%
  

With double digit category growth across the board, we took a look at average order sizes and found impressive results. Average online order sizes in the home video and audio equipment category peak in January and February, just in time for the big game.

With that, ensure that you promote your video and audio equipment as searchers seek out flat screens, sound systems, and related products in preparation for the game. And don't forget to promote your related products to capitalize on increased consumer interest in activities around the game.

To see what search interest looks like for your category, try the free Google Insights for Search tool.

[1] Nielsen Megaview, January 2010.

Posted by Eric Lopez, the Google Retail Team