A new report suggests that Apple’s catchy TV advertisements for the iPod nano, iPod touch, and iPhone are having a ripple effect on online searches. According to the latest numbers from Compete, U.S. consumers made nearly 1 million queries for iPod related commercials or the underlying music from August 2007 to January 2008. 15 of the top 20 searches contained the word “song” or “music,” suggesting that many consumers are searching for the song in the commercial, as very little information is given about the songs and artists featured in Apple’s spots. In particular, research shows that over 425,000 people were actively searching in September for the song used in Apple’s popular spot for the iPod nano, Feist’s “1-2-3-4.” Traffic for the song’s music video on YouTube grew 1200% from the month prior to the commercial’s launch, and over 45 times when views of the actual commercial were included. Similar growth was seen for CSS’ “Music is my hot hot sex,” featured in a user-inspired iPod touch ad, and for Yael Naim’s “New Soul,” which is featured in Apple’s recent commercial for the MacBook Air.
In a separate interview with the BBC, Canadian singer Leslie Feist admitted to being pleasantly surprised with the impact the iPod nano advertisement has had on career. “I felt a definite shift, it seemed to pique a lot of curiosity which luckily led back to an album and video that I believe in. It just shows you the power of that kind of thing, as opposed to some preconceived marketing ploy,” she said. “I was a little naive as to the impact it would have because I really didn’t have any idea it would be like that. But it did me nothing but favours because I’ve continued doing what I do, but with so many new open ears from so many more people than there were before.”