What does St. Patrick’s Day mean to you?
Written by Simon Schanche (contact - e-mail) -- March 16th, 2007 |
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My family tree doesn’t allow me to claim Irish heritage for 364 days of the year, but like many other Americans on March 17th, I celebrate. Historically St. Patrick’s Day signifies the death of St. Patrick, the Patron Saint of Ireland. Today however, most view St. Patrick’s Day as a day to wear green clothing, attend parades and binge drink.
In case you weren’t aware of its historical significance, browse one of the many sites on the web that will spell it out, such as st-patricks-day.com. Compete data shows that visitation to this site has reached a high point for every year in March as the topic of St. Patrick’s Day piques interest. I came to wonder if there was a correlation between the arrival of St. Patrick’s Day and online research of other aspects of the day.
As our society becomes more tech savvy, St. Patrick’s Day Parade organizers turn to the internet as a medium to relay route, time, and offerings information. The upward first quarter monthly trend among 20 top parade websites signals the arrival of St. Patrick’s Day. Increasing year over year trends (44% for visitation in February 2007 compared to February 2006) quantify the increased use of the internet for parade research.
How does the liquid staple of the holiday fare online? Increased consumption of alcohol is inherent in the celebration of this holiday.
Interestingly, there is not a measurable correlation between online alcohol researchers and those researching parade websites during the same month. This represents a lost opportunity for alcohol advertisers to reach in-market drinkers. While safety might be an issue of relevance, alcohol advertisers should look to parade websites as a medium to reach in-market drinkers. Increased exposure to alcohol branding during the parade research period could be an influence that might fill many pint glasses through the St. Patrick’s Day celebration. Cheers!
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March 16th, 2007 at 12:59 pm
Three years ago on St. Patricks Day my grandmother passed away.
Two years ago on St. Patricks Day my father passed away.
Last year on the 16th (day before) I got fired.
I’ll be wearing black, not green.
March 16th, 2007 at 2:02 pm
In-Market-Drinkers… sounds like a group we should learn more about.
March 16th, 2007 at 3:02 pm
“Interestingly, there is not a measurable correlation between online alcohol researchers and those researching parade websites during the same month.” I wondered if maybe Guinness.com saw a spike if not alcohol overall. Didn’t see anything either in Compete but I couldn’t alter the scale of the graph (which was “zoomed out” too much.
March 16th, 2007 at 3:08 pm
My birthday
March 16th, 2007 at 4:43 pm
What the increase in slurred emails around 11 am?
I can tell you the increase in guys urinating infront of the public garage next to my place is about 10x.
March 22nd, 2007 at 3:12 pm
it means lots of green beer and watching Grey’s Anatomy on http://www.cavenger.com
April 27th, 2007 at 6:12 pm
Simon-I think if you are a Schanche you are Norwegian-not Irish. Do you agree or disagree?
October 29th, 2007 at 4:39 am
Mchael
I was thinking the same thing
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