Canadians want celebs, sports in summer's dog days: Yahoo! Canada Buzz Index



    Top July searches reveal surge in interest for gossip, movies, TV...
    even books

    TORONTO, Aug. 10 /CNW/ - In the midst of July's heat waves, Canadians
went looking for distractions, mainly in the form on entertainment and gossip,
according to the Yahoo! Canada Buzz Index.
    The top searches for July 2007 reveal a significant increase in searches
for all things entertainment-related: Harry Potter, the Transformers, Rihanna,
Victoria Beckham and Britney Spears all made the top 10 overall searches for
the month.
    The Chris Benoit tragedy remained popular, especially among men. Overall
searches for him dropped 2 per cent in July, but he placed No. 2 in the
overall top searches, No. 1 among men, and No. 5 among women.
    News that Queen Elizabeth II's eldest grandchild could lose his place in
the line of succession to the British throne if he marries his Catholic,
Canadian fiancée, pushed searches for 'Prince Peter Phillips' into several of
the top-10 search lists this month (although he doesn't officially have a
royal title).
    "Entertainment-news and summer sports seem to have captured Canadian
minds in July," says Oliver Ho, Yahoo! Canada's Front Page Editor and Buzz
Editor. "Alongside the searches sparked by hot books, movies and TV shows,
there were the usual gossip suspects, namely Britney and Lindsay, as well as
several sports events, such as the FIFA U-20 tournament, the Canadian Open
Golf tournament, and the UFC 73 pay-per-view."

    
    Top Overall Searches - July 2007

    1.  Harry Potter: +273%
    2.  Chris Benoit: -2%
    3.  Transformers: +187%
    4.  Canadian Idol: +87%
    5.  Rihanna: +27%
    6.  Victoria Beckham: +960%
    7.  WWE: -41%
    8.  Big Brother 8: +313%
    9.  Britney Spears: -31%
    10. Prince Peter Phillips: Breakout!

    Top Overall Searches - Men - July 2007

    1.  Chris Benoit: -4%
    2.  Transformers: +857%
    3.  WWE: -41%
    4.  Victoria Beckham: +10149%
    5.  Harry Potter: +1020%
    6.  Rihanna: +57%
    7.  Vince McMahon dead: +78%
    8.  Megan Fox: Breakout!
    9.  Canadian Idol: +140%
    10. Britney Spears: -32%

    Top Overall Searches - Women - July 2007

    1.  Harry Potter: +852%
    2.  Canadian Idol: +114%
    3.  Big Brother 8: +5868%
    4.  Prince Peter Phillips: Breakout!
    5.  Chris Benoit: -17%
    6.  Rihanna: +5%
    7.  Tammy Faye: Breakout!
    8.  Transformers: +865%
    9.  Victoria Beckham: +16974%
    10. Vince McMahon dead: +70%

    Top Movers (searches that increased the most this month) - July 2007

    1.  Harry Potter spoilers: +26886%
    2.  Salsa on St. Clair: +17798%
    3.  Zorse: +12042%
    4.  Tammy Faye: +9287%
    5.  UFC 73: +7678%
    6.  Canadian Open: +6653%
    7.  Pierre Trudeau: +6619%
    8.  7 Wonders: +6098%
    9.  Live Earth Concert: +5744%
    10. The Last Supper: +4846%

    Top Movers - Men - July 2007

    1.  Victoria Beckham: +10149%
    2.  Big Brother 8: +6673%
    3.  Harry Potter: +1020%
    4.  Transformers: +857%
    5.  Christina Aguilera: +679%
    6.  FIFA: +500%
    7.  Canadian Football League: +490%
    8.  Conrad Black: +473%
    9.  Coronation Street: +336%
    10. Ottawa Bluesfest: +267%

    Top Movers - Women - July 2007

    1.  Victoria Beckham: +16974%
    2.  Big Brother 8: +5868%
    3.  Transformers: +865%
    4.  Harry Potter: +852%
    5.  Canadian Football League: +616%
    6.  Conrad Black: +505%
    7.  Christina Aguilera: +431%
    8.  Coronation Street: +360%
    9.  FIFA: +337%
    10. Ottawa Bluesfest: +256%

    Top Breakouts (searches that increased from near-zero the previous month)
    - July 2007

    1.  Prince Peter Phillips
    2.  Drew Carey
    3.  Rebecca Schaeffer
    4.  FIFA U-20
    5.  British Open
    6.  Canadian Open Golf
    7.  Edmonton fire
    8.  Brain size intelligence
    9.  Great Lakes lamprey
    10. Avril Rubinoos

    Top Breakouts - Men - July 2007

    1.  Megan Fox
    2.  Lindsay Lohan
    3.  Prince Peter Phillips
    4.  Canadian Dollar
    5.  Tammy Faye
    6.  Emma Watson
    7.  Drew Carey
    8.  Live Earth
    9.  Harry Potter spoiler
    10. British Open

    Top Breakouts - Women - July 2007

    1.  Prince Peter Phillips
    2.  Tammy Faye
    3.  Harry Potter spoilers
    4.  Live Earth
    5.  Rebecca Schaeffer
    6.  Lindsay Lohan
    7.  Canadian Dollar
    8.  Drew Carey
    9.  Megan Fox
    10. Canada's Next Top Model
    

    Yahoo! Canada Buzz Index:  How The Online Water Cooler Works
    ------------------------------------------------------------
    The Yahoo! Canada Buzz Index
(http://ca.blog.360.yahoo.com/buzz_index_canada) provides insight and
commentary for the top Canadian searches as measured by Yahoo! Canada Search.
After the data has been collected from the Yahoo! Canada Search log files, the
Buzz Index team reviews the total number of people searching for specific
subjects, along with spikes of interest in searches at particular times of the
year.
    Editors then further filter out company names (such as Yahoo!), utilities
and formats (email, MP3 etc) and general terms (movies, downloads, hockey) to
define and list subjects that are most relevant and of interest to the
broadest possible audience. To this end, searches for adults-only content are
also excluded.
    "Top Movers" are the top 10 subjects with the greatest percentage
increase in searches for a given week. When a subject goes from zero to a
large number of searches, it is referred to as a "Breakout".

    About Yahoo! Canada
    -------------------
    Yahoo! Canada Co. is a leading Internet destination that provides online
products and services to meet the needs of Canadians and offers a range of
tools and marketing solutions for businesses to connect with Internet users.
Yahoo! Canada services Canadians in both English and in French through its
sites, www.yahoo.ca and http://francais.yahoo.ca. Yahoo! Canada is
headquartered in Toronto, Ontario.





For further information:

For further information: on Yahoo!'s Buzz Index or to arrange an
interview with pop-culture specialist Oliver Ho, please contact: Clive Hobson,
Yahoo! Canada, (416) 848-6184, chobson@yahoo-inc.com; Julia Stein,
Fleishman-Hillard, (416) 645-3683, julia.stein@fleishman.com

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