High School 2 Is Music to Disney.com's Ears



Mike Shields
Mediaweek
AUGUST 24, 2007 -

High School Musical 2's record setting premiere, along with a timely consumer promotional campaign, have combined to propel Disney.com to new heights.

Last week, the site - which underwent an extensive redesign back in February - averaged more than 1.4 million unique vistors per day and close to 2.3 million daily page views leading up to Aug. 17's monster premiere of the 'tween-appealing musical, according to Disney's internal site tracking. That premiere saw High School Musical 2 roar to a basic cable record last week, as the movie sequel scored over 17 million viewers for the Disney Channel.

Besides benefiting from the intense hype surrounding HSM2, Disney executives said that an ongoing national ad campaign, the first for the rebooted Disney.com, is also contributing to the site's significant growth. In fact, from June 2006 through June of 2007, the site's unique user base has climbed from 10.8 million to nearly 14 million, according to Nielsen//NetRatings. Those numbers for July, and particularly August, are expected to be record setting, say insiders.

As for the direct impact of HSM2, on Friday Aug. 17 (premiere day), Disney said that page views surged by 72 percent, visits soared by 74 percent and unique users for the day swelled by 73 percent when compared to the average traffic recorded on the previous three Fridays, as fans sought out standalone video and music channels within Disney.com's XD platform, as well a HSM2 dedicated microsite. The momentum continued into last weekend, as unique vistors increasd by 75 percent on Saturday and 70 percent on Sunday, compared to the previous three week averages, said Disney.

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