Online measurement firm NetRatings said the online campaign offered by Victoria’s Secret Inc., including the promotion of an online
fashion show featuring top models showing off underwear, is definitely
working.
Until last week, the traffic for this site registered so small on the
NetRatings’ radar screen–less than a half percent–that it was not
reportable, the company said.
However, in a single day Victoria’s Secret site traffic tripled, going from
.7% of home surfers on Feb. 2 to 2.26% of total home surfers on Feb. 3, the
day of the streaming media fashion show. 1999. Though the overall audience for
this site is small, the impact of the Victoria Secret Superbowl campaign
appears unmistakable, NetRatings said.
NetRatings provides information about Web user interaction with Web sites and
ad banners. The company’s data collection technology, NetRatings Insight,
captures detailed Web usage information from a randomly recruited,
statistically representative group of Web users and compiles behavioral data
with detailed demographic profiles.