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Nearly one-third (31%) of all paid search spend by marketers on Halloween costumes went to Disney-owned character keywords, according to a recent report from AdGooroo.

The report was based on spend data from 1,128 Halloween costume keywords for Text Ads and Product Listing Ads on Google in the United States from August to September 2014.

Of the total $2.9 million spend examined, $720,000 went to keywords for costumes that fall under the traditional Disney brand (e.g., Disney Princess, Mickey Mouse), and $168,000 went to keywords related to the Disney-owned brands of Marvel (e.g., Spider-Man, Captain America) and Star Wars (e.g., Yoda, Darth Vader).

Costumes related to Disney's film "Frozen" were particularly popular, accounting for 19% of all spend of Halloween costume keywords.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji