Ok, I’ll admit it. I’m not sure why, but I’ve been sucked into this season of Project Runway. Perhaps it’s because Bravo has brought a bit of legitamacy to the reality TV concept, with a truly engaging contest of fashion designers with seemingly impossible challenges, such as designing clothes with only materials from a recycling center to work with.
At the suggestion of Rachel Turcotte one of our new account managers (our Hitwise Staff are one of the most prolific sources of blog ides) and devout fan of the show, I took a look at Hitwise search term data to see what I could find. I tried several combinations of terms to see if any of the show’s product placements were achieving a lift from the show. Not surprisingly, the “brand” with the strongest lift was the show’s host and super-model Heidi Klum, whose name has become synonymous with the show in terms of searches.

On a side note, blogging is playing a significant role in this season of “Project Runway”. A search term analysis on the term reveals that a blog is the second most popular site getting traffic from the term behind the official Bravo TV site.