Search Trends: What Are They Saying About Malcolm Turnbull?

bald business man screaming in crisis at computer from pressure watching stocks crash
SHARE
THIS



In this research piece, Phillip Pollock (pictured above) head of paid search at Resolution, gives his views on search trends around Australia’s brand new PM and his very sudden elevation to the top job on Monday night…

Twenty four hours is a long time in politics, especially in if you are Malcolm Turnbull or Tony Abbott. With the news breaking on Monday night that there would be another Prime Minister in less than three years, what do people really want to know about the incoming Malcolm Turnbull?

I have used Google trends to take a look at what and how people in Australia are searching for “Malcolm Turnbull”.

The first thing to note, is that as soon as you start to type in “Malcolm Turnbull”, the top four suggestions are about his policies, net worth, views on gay marriage and leadership challenge.

Screen Shot 2015-09-15 at 4.10.05 PM

I’ve done my best to remove all personalisation from my previous search history so as to not influence the outcome which means these results are based on other people’s previous searches as well as the content of web pages.

Looking at indexed, interest over a 24 hour period (14th Sep 10am to 15th Sep 10am), the first spike in searches for “Malcolm Turnbull” was recorded at 16:12, at which time the former Minister for Communications door-stopped the media to address his intentions to challenge the Liberal leadership. The peak during this time period was of no surprise, at 21:56, just after the announcement of the Liberal party ballot.

Google Trends for “Malcolm Turnbull”
Screen Shot 2015-09-15 at 4.11.03 PM

If we go back to the four search terms in the Google autocomplete, we can see that during the announcement of the result, people were more interested in his stance on gay marriage than his wider view on policy, then followed by his net worth.

Screen Shot 2015-09-15 at 4.11.37 PMSearches on policies is slightly more consistent throughout the rest of the evening into the morning, giving a larger overall average number of searches compared to net worth and gay marriage.

By State

Looking at these three keywords indexed by state population over the same time period, NSW have a higher interest in net worth and gay marriage searches, but not in overall policies, which has a higher interest within Victoria.

Screen Shot 2015-09-15 at 4.12.11 PMInterestingly, the biggest rising related search for “Tony Abbott” is “Tony Abbott Pension”, peaking at 22:20, between the ballot announcement and Malcolm Turnbull speech to the media straight after.

Google Trends for “Tony Abbott Pension”

Screen Shot 2015-09-15 at 4.12.52 PM

 

Now, I am not here to offer a political viewpoint and suggest what may happen in the next 12months to the Australian economy, gay marriage or Malcolm Turnbull’s net worth. What I am interested in is how real-time data, particularly search data, can tell you a lot about what a country thinks and actively wants more information about. Ten years in the business and I still find these insight tools really…well insightful.

Please login with linkedin to comment

Media Law

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.