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Buzz Watch: Hannah Montana Most Searched for Halloween Costume
/ October 26, 2007 1:26 am

Want to know what pop culture phenomenon are hot? Go to a Halloween party this year and take a close look at what people are wearing. This year I bet you’ll see a lot of Hannah Montana and Pirate costumes, since they are the most popular “Halloween costume” search terms in the U. S., according to Hitwise, the online competitive intelligence service. A newcomer costume people are looking for online is “Master Chief”, riding on the back of Microsoft Xbox’s  blockbuster videogame “Halo 3”.    

This year, The search term “hannah montana costume” was the most popular among all U.S. Internet searches that contained the phrase “costume” for the week ending October 20, according to Hitwise. Other popular costume searches included Halo 3’s Master Chief, pirates, Wonder Woman, Little Red Riding Hood, and Tinkerbell.

“Retailers no longer have to guess at what the hot costumes will be for Halloween,” said Bill Tancer, general manager of global research at Hitwise. “Thanks to the availability of Internet search data, we have indications as to the most popular costumes months in advance.”

Knowing what costumes to stock up on is important information to online retailers like Costumzee.com, PriceGrabber.com, Celebrate Express, Target.com and Shopzilla. But popular customs should also serve as an indication for media companies that want to know what media properties are hot when making programming decisions (and for marketers when deciding how to spend advertising dollars).

Robin Goad of Hitwise UK notes that in the U.K., Halloween 2007 is the year of Tim Burton, with 3 of the Top 10 Halloween costume searches for Tim Burton characters. Edward Scissorhands and Corpse Bride enter the Top 10 at #6 and #10 respectively, while Beetlejuice moves up one place to #9.

Searches for “pirate costume” continue to dominate as the most popular term for 2006 and 2007 (also in the US). This is driven in part by the popularity of the Johnny Depp movies, Pirates of the Caribbean, and the increasing interest in events such as a Pirate Day on September 19th.

“I’m not a gamer so I wasn’t sure what to make of this year's number two, but a quick search on Google revealed Master Chief is a character from the popular Xbox game Halo. Darth Vader dropped right out of the Top 10, although Star Wars is still represented with “stormtrooper costume” ranking at #8,” said Robin Goad, Research Director for Hitwise UK.

Joakim Baage

Top U.S. Costume Searches for the 4 weeks ending 10/20/07

hannah montana costume

master chief costume

pirate costume

wonder woman costume

little red riding hood costume

hannah montana halloween costume

tinkerbell costume

pippi longstocking costume

flapper costume

raggedy ann costume

Note – the search term data is based on the volume of all US searches for the four weeks ending 10/20/07 from the Hitwise sample of 10 million users.

Source: Hitwise


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