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This Women’s History Month, AMP explored what women today want from brands, advertisers, and marketers. Since there are approximately 3.9 billion women in the world — each with their own unique personalities, backgrounds, and desires — we’ve narrowed the focus of this article to three desires that stood out to us during our research. We’ve also included insights from women we interviewed who have worked in the advertising and marketing industry. (Their names have been removed for privacy.)

We don’t claim to speak on behalf of all women, but instead aim to highlight some of the desires and expectations for brands & the industry that many women have expressed in recent years.

Women Want More Diverse and Intersectional Representation

Over the past decade, there have been some incredible pushes towards more diverse representation of women in advertising — from The National Lottery’s uplifting & inclusive “This Girl Can” campaign to this amazing photo of Black transqueer lesbian model Jari Jones popping open a bottle of champagne in front of her larger-than-life Calvin Klein ad. Most of the women we spoke to in the industry mentioned that they’ve seen more diverse representation in recent years: more interracial couples, more body sizes in the fashion world, more stay-at-home dads, and fewer blatantly sexist ads.

Still, only 29% of American women believe they are accurately represented in advertising, according to a recent study by data intelligence company Morning Consult. (The same study found that 44% of American men believe women are accurately represented.)

As advertisers and marketers, a crucial step in developing a strategy plan is studying our consumers and learning about their wants, needs, and habits. So why does the industry continue to miss the mark with female representation?

Perhaps it has something to do with the word “and.” Because a consumer is never just a woman. Maybe she’s a woman and bisexual and Latinx and a stepmom and really into Maseratis and perfume. When we look at female representation, we must consider intersectionality and what other identities might matter to female consumers.

Let’s say our consumer identifies as a lesbian. According to a 2019 survey of 2,000 adults in the UK by GAY TIMES and Karmarama, 72% of LGBTQ respondents think the way they’re represented in advertising is tokenistic. 

Let’s say she has a disability. The Calgary Society for Persons with Disabilities (CSPD) reported in 2019 that only 3% of characters on North American television have disabilities and of these, 95% are played by able-bodied actors. (This statistic inspired their moving “Visibility for Disability” campaign.)

Let’s say she’s a mom. A 2019 report from the brand Motherly with almost 6,500 survey respondents found that 85% of millennial moms don’t feel like society does a good job of understanding and supporting them.

Let’s say she’s a woman of color. A 2019 study on the representation of Black women and girls in Hollywood found that Black females and other females of color are more likely to be portrayed partially/fully nude than white females — in films and on TV. The same study found that white female TV characters are more likely to have a job (89.6%) compared to Black female characters (70.5%) and other female characters of color (58.8%). (This study was conducted by The Geena Davis Institute on Gender in Media and focused on family films and TV.) How might it feel to see characters who look like her repeatedly oversexualized and underemployed?

Even if a woman feels her “womanness” — or whatever you want to call it — is well-represented, maybe she doesn’t feel like her other identities are well-represented. Maybe the commercials, print ads, and radio spots she encounters are not adding up to how she sees herself as a whole woman person.

 

Women Don’t Want to Be Superheroes (At Least Not All the Time)

The brilliant author Carmen Maria Machado wrote, “We deserve to have our wrongdoing represented as much as our heroism, because when we refuse wrongdoing as a possibility for a group of people, we refuse their humanity.”

Our messy complexities are part of what make us human. And it turns out, a lot of women want to see more of this messiness, and less of the fully put together superwoman archetype we’ve been served again and again in past decades. One ad that leans into this attitude superbly is Frida Mom’s “Stream of Lactation” commercial, which highlights the highs and lows of breastfeeding with an authentic, stream-of-conscious voiceover.

One woman in the industry we interviewed said:

I LOVE the new Frida commercial about breastfeeding. While watching the commercial, I felt seen and understood. I saw myself and thought "Wow, that's exactly what I do" or "Yes, that happened to me." Women want to see other women that they identify with, and that's the best (and most ethical) way to sell your product.

For years, women were served razor ads featuring models with shaved skin and pad ads featuring that notorious blue liquid. Marketers made shaving and menstruation seem like a walk in the park. But then came “Blood Normal” and Billie. “Blood Normal” by hygiene company Libresse broke ground as the first campaign to show actual period blood. Billie similarly changed the game by creating the first razor campaign for women featuring actual body hair. And people loved it. “Blood Normal” won the coveted Glass Lion for Change Grand Prix at Cannes and Billie has grown to be a successful brand with 278k followers on Instagram.

By portraying women in nontraditional but relatable ways, brands like Libresse and Billie have managed to both diversify female representation and gain a loyal following of customers.

 

Women Want Brands to Play a Role In the Conversation on Social Issues and Gender

In the era of social media, brand accountability, and virtual boycotts, we are seeing more women putting pressure on brands to speak up on social issues. When the Black Lives Matter protests surged in spring 2020, numerous brands spoke out on the topic of racial justice. But for many internet users, these efforts — many of which took the form of social media posts — didn’t go far enough.

Examples of real comments posted on one popular fashion brand’s 2020 posts:

“If you just posted a square, you’re performative!”

“What steps have you implemented to date?”

“So this was a lie.”

“I’m so sad to hear all this and will no longer support [brand name]. I’ve been a diehard fan for so long. I will never stand for a brand that would allow, at any capacity, racial profiling.”

This brand has over 4 million followers on Instagram. And it’s just one of many brands we saw called out in 2020 for their social media responses to current events.

We’re also hearing women say they want brands to contribute more directly to the conversation on gender. A women who works in the industry told us:

I want to see more men wondering what detergent to use and more women thinking about what kind of cool car to drive. In my own relationship, my husband is very concerned about dishwasher liquid (really) and I want to drive a slick fast car on an open road. Life is changing, roles are changing, and all I'm asking is to see that reflected. Big brands especially have so much power to normalize and destigmatize.

Another important step in joining this conversation is amplifying female voices at brands and agencies. It’s not just about hiring more women, but also promoting them to management and leadership positions.

When The 3% Movement was founded in 2012, only 3% of all US Creative Directors were women. The organization has since helped push that number to 29% today — an amazing increase, but still not close to 50%.

Promoting women to leadership positions adds diverse perspectives to our teams and brings more female insights into how women want to be represented.

 

How To Give Women What They Want

There are so many ways organizations can tailor their branding, advertising, and marketing efforts to better address the desires and expectations of women. They can engage with the conversation on social issues and gender, complexify female roles in their campaigns, and offer more diverse and intersectional representations of women across the board. They can also enrich their internal teams by hiring women, and promoting them to leadership roles.

The goal isn’t for every brand to try and address all the desires of every woman on the planet, but to make efforts day by day where you can. For example, if parents make up a large percentage of your target audience, you might consider how to bring intersectional, complex representations of moms to your ads. Think of where it makes sense to engage authentically with your customers.

Insights from Women Who Work in the Industry

To get a better idea of how the marketing and advertising industry is currently addressing female wants and expectations from the inside, we interviewed some of the women we know. The responses below come from people who have worked as interns, freelancers, and full-timers — at agencies and in-house — with experience ranging from 3-10+ years in the industry.

Q: What do you want from the ads and marketing tactics you see in the world?

A: “I would like to see more representation throughout ad campaigns. It would be nice to see people who look like me and the people around me, and not just the same famous people.”

“I've seen companies attempt to be more socially aware (or "woke," if you will) but sometimes it backfires. I want advertisers to stop trying so hard in their marketing tactics or do a better job of reading the room.”

“I always respond to authenticity, self-awareness and especially humor — the Ok Cupid "DTF” campaign is a great example. As a consumer, I do not respond well to feeling shamed or condescended to.”

“I want to see all types of women doing all types of things. I also would love for brands to call out censorship, double-standards, or gender roadblocks in their ads directly.”

 

Q: What are your expectations for the campaigns you yourself put out in the world?

 

A: “To cast women in unexpected roles. Conversely, to not only show moms as
caretakers and nurturers.”

“I do my best to make people think about the thing we're advertising in a new way, whether that means showing them a way our product can add something new and positive to their lives, or just causing them to stop and laugh at an interesting image or headline. I also feel a pretty heavy responsibility not to add to any of the toxic stereotypes or standards that we're all — but especially women — constantly bombarded with.”

“What an incredible responsibility we play as women in the biz. It's frustrating to see
the same narrative about the same woman over and over. And it's a true challenge
to bend that narrative into one that's more truthful of our experiences. But it's a fight
worth fighting, and I think having women in leadership roles in advertising is greatly
improving this issue.”

 

Q: How are women portrayed in advertising? Do you predict this changing in the upcoming year?

 

A: “Over the past ten or twenty years, we've gone from a total proliferation of the same cookie-cutter image to the slow, incremental appearance of more diverse, ‘real’ images of women. As we've seen more and more brands jump on that bandwagon, I can't help but feel a little cynical. Pop feminism and ‘girl power’ have become just another sales tool... it's still so much about making women feel like they need things to be fully realized. It's just gone from, ‘Buy this product and you'll be beautiful’ to, ‘Buy this product and you'll be empowered.’”

“My wife and I have both been hyper-aware of the significant increase of interracial couples featured in ads, which is very exciting. For 2021, I'd love to see more of this, and a lot more queer women of all races, ages, body shapes, and ethnicities. I have seen lesbian couples here and there, but I haven't seen many lesbian parents.”

“I think there's still an absence of women who are 40+ in the advertising I see. Middle age isn't what it used to be and it would be great to see the modern, mature woman portrayed more in advertising that is not related to medications.”

“One thing I hope would change is the Instagram fad of everyone looking like a Kardashian. Influencers are such a huge part of advertising, and we know how harmful those unrealistic depictions of beauty can be.”

“For the most part women have been either hyper-sexualized or seen as arm-candy to sell a product. There are more conversations and actions happening in recent years to represent women in less hyper-sexualized roles. On the other hand, I do not have a problem with women being portrayed sexually. Especially in fashion and art. I think there has to be care in not being over-sexualized, where the woman then becomes an object of desire.”

 

Q: Do you feel satisfied with how you see women represented in advertising today?

 

A: “Satisfied would sound like there is not room for improvement. I think it’s much better than it was 10 years ago and hope it keeps evolving.”

“One thing that bothers me about the way Black women are represented in advertising today is that there is still a bias toward light-skinned Black women or women who look mixed race. Obviously this is an old issue, but it still persists and needs to change.”

“I think so… It is encouraging to see women of all shapes, sizes, ages, colors, and identities in ads these days… depicted as funny, strong, silly, beautiful, smart, and all of the ways you can be depicted. However, I do think we still need to come up with more ways to flip the script.”

“I don’t know if I’m satisfied with how women are represented in advertising yet. I think having more women in advertising and higher positions would change the outcome of some campaigns. There can’t be representation properly done without real women’s voices.”

Q: How does it feel to be a woman working in this industry?


A: “I’ve been fortunate to work in an environment where I haven’t felt treated differently for being a woman.”

“A lot of days I don't think about it too much, but it probably informs everything I do.”

“There’s always room for improvement. There's no better time to be a woman in history than today, and hopefully thirty years down the line, a woman will say the same thing. We should always be striving for better.”

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In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for January 2024. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+ (sometimes 100,000+). After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. Kicking Off The Year Welcome to another edition of Google Trends report. We collect the top queried phrases of the day for January and we try to make sense of them all for you. Last month began with an earthquake in Japan and the public release of unsealed court records from the Jeffrey Epstein case. Movie awards seem to be back as the Golden Globes made our keyword collection along with the Oscar nomination announcements. The 2024 presidential election season started with a caucus, a primary, and a candidate dropping out. Lastly, the NFL playoffs were the big sports topic and we followed all the phrases as the league followed its path to the Super Bowl. The First Few Days On the first of the year, there was an earthquake in Japan. A few days later, what is known as the Epstein list was released to the public. Japan earthquake - 1/1/2024 - 1,000,000+ queries Epstein list - 1/3/2024 - 2,000,000+ queries A 7.5 magnitude earthquake struck western Japan and was officially named the Noto Peninsula Earthquake. The aforementioned Epstein list was actually dozens of documents from a 2015 court case filed by Epstein accuser Virginia Giuffre against his co-conspirator Ghislaine Maxwell, who has been convicted of child sex trafficking. The documents did have mentions of politicians and celebrities but have not led to any further legal action. MLK Day 2024 On the 15th, we observed Martin Luther King Day and people wanted to know more on the 14th. Martin Luther King - 1/14/2024 - 500,000+ queries As we queried Google to learn more, this holiday calls us to reflect, join hands in service, and celebrate Dr. King's lasting impact on the fight for civil rights. Awards and Coachella We saw a good list of keywords related to the Entertainment industry. First up, the Golden Globe Awards: Golden Globes 2024 - 1/6/2024 - 1,000,000+ queries Golden Globe winners - 1/7/2024 - 500,000+ queries Jo Koy - 1/7/2024 - 500,000+ queries After a few years of low search interest, the award show’s search interest has increased: It’s not at pre-pandemic levels yet, but it has recovered from its 2022 nadir. The music festival Coachella released its lineup for this year’s festival. Coachella 2024 lineup - 1/16/2024 - 200,000+ queries The Coachella Valley Music & Arts Festival will be held over two weekends in April. The Academy Awards also had an announcement this month and people wanted to know who and what got nominated. Oscar nominations 2024 - 1/23/2024 - 1,000,000+ queries Greta Gerwig - 1/23/2024 - 200,000+ queries From the inclusion of Greta Gerwig to our list, it was clear people were searching for who didn’t get nominated too. Lastly, the one miniseries that was on the mind of Google searchers was Griselda. Griselda - 1/24/2024 - 200,000+ queries Griselda Blanco - 1/25/2024 - 500,000+ queries The drama miniseries premiered on Netflix on the 25th which coincided with these two keyword phrase queries. Palworld The game known as “Pokémon with guns" had an early access release on the 19th. Palworld - 1/19/2024 - 200,000+ queries Although this game was announced back in 2021, the first time its name made our list was last month. Queries were probably driven by the need to understand how this game could be accessed. The Latest In Tech News Besides Apple and Google, Samsung gets attention via search when they drop a new phone. Samsung - 1/17/2024 - 200,000+ queries The Galaxy S24 launch spurred people to learn more via search. Beyond phones, how about a digital implant in your brain? Neuralink - 1/29/2024 - 100,000+ queries News broke on the 29th of a successful surgery that implanted a Neuralink device on a living person's brain. We’ll keep reviewing the search queries to see if there is more news on this topic. Presidential Race The first elections for the 2024 U.S. Presidential race kicked off in January. Here is the round up of phrases related to the subject. Iowa caucus results - 1/15/2024 - 2,000,000+ queries Ron DeSantis - 1/21/2024 - 500,000+ queries New Hampshire Primary - 1/22/2024 - 1,000,000+ queries After the Iowa caucus, Ron DeSantis suspended his campaign. The first primary in the nation was held on the 23rd but the queries started to increase the day before. College Football Championship Alabama vs Michigan - 1/1/2024 - 2,000,000+ queries Washington vs Texas - 1/1/2024 - 500,000+ queries Michigan vs Washington - 1/8/2024 - 2,000,000+ queries After the college football season was over, a renowned coach announced his retirement. Nick Saban retiring - 1/10/2024 - 500,000+ queries Nick Saban wasn’t the only football coach to make our list. Let’s talk through the NFL list and then get to all the coaching changes. NFL Playoffs As it happens every year, the NFL playoffs made a huge Splash in terms of Google's daily trends reports for the month of January 2024. Below is the list of the NFL-related keywords that had 500,000 queries or more: NFL playoff picture - 1/6/2024 - 1,000,000+ queries Steelers - 1/6/2024 - 1,000,000+ queries Packers - 1/7/2024 - 500,000+ queries Eagles - 1/8/2024 - 500,000+ queries Chiefs - 1/12/2024 - 5,000,000+ queries Chiefs vs Dolphins - 1/12/2024 - 1,000,000+ queries Kansas City Chiefs - 1/12/2024 - 1,000,000+ queries Packers vs Cowboys - 1/13/2024 - 1,000,000+ queries NFL playoff schedule - 1/13/2024 - 1,000,000+ queries Cowboys - 1/14/2024 - 2,000,000+ queries Rams vs Lions - 1/14/2024 - 1,000,000+ queries Eagles - 1/15/2024 - 2,000,000+ queries Bills vs Steelers - 1/15/2024 - 1,000,000+ queries Jason Kelce retire - 1/16/2024 - 500,000+ queries 49ers - 1/20/2024 - 2,000,000+ queries Lions - 1/20/2024 - 2,000,000+ queries Ravens vs Texans - 1/20/2024 - 1,000,000+ queries Chiefs - 1/21/2024 - 2,000,000+ queries Raven vs Chiefs - 1/27/2024 - 5,000,000+ queries Lions vs 49ers - 1/27/2024 - 2,000,000+ queries Chiefs vs Ravens - 1/27/2024 - 1,000,000+ queries 49ers - 1/28/2024 - 2,000,000+ queries Super Bowl - 1/28/2024 - 500,000+ queries Travis Kelce - 1/28/2024 - 500,000+ queries Even though most of these phrases were about games that set up the final two teams who will play in the Super Bowl, the queries related to the championship game appear only once both Conference Championship games are completed. Keep that in mind if you are prepping a Big Game promotion or campaign. Coach Changes After the end of the regular season, they were a bunch of different NFL head coaching news. Here is the list of coaches’ names that made our January 2024 collection. Pete Carroll - 1/10/2024 - 500,000+ queries Bill Belichick - 1/11/2024 - 500,000+ queries Jerod Mayo - 1/11/2024 - 500,000+ queries Jim Harbaugh - 1/24/2024 - 500,000+ queries May all of these changes bring better performances next season. Oh Yeah, Other Sports Even though the NFL drove the most search interest, there were other sports that made our list. Real Madrid vs Barcelona - 1/13/2024 - 500,000+ queries Royal Rumble 2024 - 1/26/2024 - 500,000+ queries Doc Rivers - 1/23/2024 - 500,000+ queries The other football had one entry, professional wrestle had one of their annual tournaments, and another coach change - this time, Doc Rivers taking the Milwaukee Bucks job - were all notable queries from last month. Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services.

Unveiling the Future: 5 Trends on Social Team Watchlist in 2024 Explore the 2024 forecast for social media trends spanning various platforms, industries, and digital creators, which is on our social team’s watchlist. Over the upcoming months, we anticipate the ascent of text-only platforms and the decline of prominent social media channels, opening doors for alternative platforms. As brands and consumers shift their focus from X (previously known as Twitter), platforms such as Threads, The Spill, or Bluesky are gaining momentum, attracting niche audiences. “Text-only platforms will make a comeback in the upcoming months because of platforms like Threads and X. I think users are excited to see new platforms like The Spill and Bluesky and what they can offer.” -Rashida Hull, Senior Engagement Strategist “I predict that X will shut down and Threads will step in to fill the void, introducing updates reminiscent of X and seamlessly taking over the platform.” - Destiny Velazquez, Engagement Strategist The emphasis on video content will persist in 2024 because it enhances engagement. Regardless of whether it's short-form or long-form videos, consumers remain immersed in the art of storytelling. As a result, Instagram and other platforms will maintain their focus on prioritizing video content. “Instagram is set to prioritize the appearance of Stories on the feed by implementing changes.” -Ainsley Robertson, Senior Engagement Strategist We're entering a creator economy that will offer cost-effective benefits and top-notch content. The creator economy is expected to grow even more in the upcoming year, so investing in creators who genuinely represent your brand and believe in the products is essential. “The Creator Economy isn’t going anywhere and will likely continue to grow. Utilizing content creators in social content will be table stakes and expected. Brands will be more critical than ever to be partners and not supervisors for creators, which helps build longevity. Creators and brands will prioritize long-term partnerships because of their cost-effective benefits and best-in-class content.” -Molly Miloscia, Director, Social Media The influence of dupe culture is on the rise and is expected to expand further in 2024. Nevertheless, the distinguishing factor between authentic brands and dupe companies lies in the presence of community managers. These individuals play a crucial role in fostering connections with the audience and humanizing the brand. The significance of community management and nurturing customer relationships will be essential in 2024. “Community Management and Customer Responses will now become an essential part of the content mix as brands look to take customer care out of the direct messages and into the spotlight; we’ll see more and more brands aim for virality in providing the ultimate customer service for their followers.” -Molly Miloscia, Director, Social Media Gen Z finds pleasure in viewing extended content on platforms like TikTok, Reels, and YouTube. They are particularly drawn to creators who utilize these platforms to delve into narratives such as true crime stories, overlooked history, or unconventional professions like morticians. Gen Z will push forward long-form content in niche subcultures. “I think with YouTube being such a popular platform with Gen Z, we’ll see longer-form content creators thriving in niche subcultures: law tube, true crime, beauty, etc. A couple of examples are Bailey Sarian (Murder, Mystery and Makeup), Emily Baker (Law Tube), and The Lawyer You Know (Law Tube also recently featured in Max’s documentary about Gweneth Paltrow—illustrating the voice these YouTubers have in mainstream media!” -Laura Bluett, Associate Director, Social Media Strategy

In our continuing series of examining Google Search Trends to gain insights into the top keywords queried in the USA, we present our findings for December 2023. Every day, we capture the top three keyword phrases in terms of search volume as reported by Google Trends (US Only). Each term has an estimated query volume attached to it, which we also record. The number scale tops out at 10,000,000+ with a lower limit of 200,000+ (sometimes 100,000+). After the conclusion of the month, we look at the phrases we collected along with their volumes to get an understanding of what drove queries for the month. Bringing a Close to 2023 All good things must come to an end and so do our Google Trends posts for the year of 2023. We collected some interesting keywords from last month from most days. There was one day in December where Google’s Daily Trends interface seemed to stop working so we’ll examine what day it was and what happened. We gathered keywords that gave us insights into what people were watching on their screens. Of course, holidays were a big subject last month. The world of Gaming had a couple of topics that drove people to search and we had a good accumulation of sports-related keywords from all 4 major sports. Let’s get to it. What Happened on December 8? Typically, we see 20 phrases reported for each day in Google’s Daily Trends. On the 8th, we only saw one. Just one. Ryan O'Neal - 12/8/2023 - 200,000+ queries Actor Ryan O’Neal passed away on the 8th and his name was the only keyword reported by Google on that day. We only collect the top 3 phrases for any day so we only had to do a third of the work for the 8th. We have seen Google’s reporting interface glitch before. It’s worth noting that we were unable to get the full understanding of queries from the day last month. Festive Holidays From Last Month They say the holidays are what make December great. Let’s see what holidays were searched for last month. Winter solstice 2023 - 12/20/2023 - 500,000+ queries New Year's Day - 12/31/2023 - 5,000,000+ queries It’s interesting that the first day of Winter was a popular search keyword. We are not sure if the day is celebrated or if people wanted to know what exact day the season would start. When it came to tracking Santa, the North American Aerospace Defense Command (NORAD) had updated its tracker for 2023. NORAD Santa Tracker - 12/23/2023 - 1,000,000+ queries Looking back at the last 5 years, the update did not increase the query volume more than the tracker had in 2019. The volume was still high enough to make our report for December 2023. The Season’s Must-Sees We enjoy looking through the names of the shows and movies that people search for the most. Here’s the list of what people wanted to watch in December 2023. Dancing With the Stars - 12/5/2023 - 100,000+ queries Leave the World Behind - 12/9/2023 - 500,000+ queries Reacher Season 2 - 12/14/2023 - 200,000+ queries Leonard Bernstein - 12/20/2023 - 200,000+ queries Rebel Moon - 12/21/2023 - 200,000+ queries A Christmas story - 12/24/2023 - 200,000+ queries The Color Purple - 12/25/2023 - 200,000+ queries Dancing With The Stars Season 32 held its grand finale on the 5th. The film Leave The World Behind was released on Netflix and the second season of Reacher was released on Amazon Prime Video on the 15th. The film Maestro was released on Netflix on the 20th, which led people to search for Leonard Bernstein. On the 22nd, Netflix released Rebel Moon after a limited theatrical release. A Christmas Story film marathon was shown on TNT starting on Christmas Eve and the musical version of The Color Purple was released on December 25th. A Couple of Gaming Keywords When a big game trailer drops, you know people want to see more. GTA 6 trailer - 12/4/2023 - 1,000,000+ queries Game Awards 2023 - 12/7/2023 - 200,000+ queries The sixth installment of the Grand Theft Auto game franchise is coming in 2025 and a trailer for the game was released last month. Also, the Game Awards were held in December 2023 and it’s the first time we have seen the awards show name make the Daily Top 3. Looking at the last 5 years, the award show drove more search volume in 2022, but in 2023 it made our prestigious report. Are You Feeling Lucky Again? The Powerball jackpot must have been big last month because we saw queries related to the drawing towards the end of December. Powerball numbers - 12/26/2023 - 200,000+ queries Powerball numbers - 12/30/2023 - 200,000+ queries Usually we start to see these queries when the jackpot has reached $1 billion. With a jackpot only in the hundred of millions of dollars, we think people were hoping to win some big money to pay back their holiday spending. MLB Hot Stove Major League Baseball made our list as players signed with new teams. Juan Soto - 12/6/2023 - 200,000+ queries Shohei Ohtani - 12/9/2023 - 1,000,000+ queries Juan Soto joined the New York Yankees and Shoheo Ohtani signed with the Los Angeles Dodgers. The Ohtani contract was the size of the Powerball jackpot. NBA Player Names The names of a few NBA players made our list. Some for good reasons and some for not so good reasons. Draymond Green - 12/12/2023 - 500,000+ queries Giannis Antetokounmpo - 12/13/2023 - 200,000+ queries Ja Morant - 12/19/2023 - 200,000+ queries Draymond Green got suspended from the NBA after an altercation last month. Giannis Antetokounmpo scored a franchise-record 64 points on the 13th, and Ja Morant returned to play his first game after his suspension on the 19th. He even hit the game winning shot. Early and Late December College Football It was a tale of two halves. We saw some interest in games and rankings at the beginning of the month. Alabama vs Georgia - 12/1/2023 - 2,000,000+ queries Oregon vs Washington - 12/1/2023 - 1,000,000+ queries Florida State Football - 12/2/2023 - 2,000,000+ queries CFP Rankings - 12/2/2023 - 200,000+ queries Then, at the end of month, people wanted to know about the Bowl games. Georgia football - 12/29/2023 - 1,000,000+ queries Ohio State football - 12/29/2023 - 500,000+ queries Penn State football - 12/29/2023 - 200,000+ queries We should see some College Football queries at the beginning of next month as the Championship game was held on January 8th. The Most Popular League As the regular season started to wind down, the queries for the NFL picked up. Here’s the rundown of keywords related to the National Football League. 49ers - 12/3/2023 - 1,000,000+ queries Packers - 12/3/2023 - 1,000,000+ queries Trevor Lawrence - 12/4/2023 - 1,000,000+ queries Cowboys - 12/10/2023 - 2,000,000+ queries Raiders - 12/14/2023 - 1,000,000+ queries Detroit Lions - 12/16/2023 - 1,000,000+ queries Bills - 12/23/2023 - 1,000,000+ queries 49ers - 12/25/2023 - 2,000,000+ queries Chiefs - 12/25/2023 - 1,000,000+ queries Browns - 12/28/2023 - 1,000,000+ queries Cowboys - 12/30/2023 - 2,000,000+ queries Chiefs - 12/31/2023 - 1,000,000+ queries As the month came to an end, the playoff picture was set. We can’t wait to see how the queries unfold in January. Thanks for reading. If you liked this article, we utilize search trends data for all of our clients and we invite you to learn more about our SEO services.