5 Things
We Noticed

The week of 1 March, when the campaign launched, 'healthspan' hit a Google Trends score of 88, its highest point since the previous year. The following week it reached 97 — a first peak in line with campaign launch. A second, higher peak of 100 arrived the week of 12 April, alongside the DRTV launch.

'Healthspan UK' also spiked in March, which typically signals new audiences searching for the brand for the first time rather than existing customers. When ATL spend is present, search responds. When it stops, the data shows search returns to baseline within weeks.

Comparing February (pre-campaign) to April (ATL peak), 18–34 year olds grew from 21% to 24% of website visitors, while 45–54 grew from 19% to 21%. The 65+ group declined from 23% to 19%.

The audience arriving online is different to the traditional print reader, suggesting the TV and digital campaign is reaching beyond the existing customer base. The gender split held consistently at around 55% female throughout.

The 65+ decline online doesn't necessarily mean that group wasn't reached — they may be responding through phone orders or delayed NPI code use that doesn't show in website data.

The Salience Sports Nutrition Index 2026 ranks Healthspan #4 in the top 5 winners by organic traffic growth, up +121% year on year against a market average of +18%. Healthspan moved up 4 positions in the rankings to reach #5 overall.

Vitabiotics, the closest competitor in terms of audience overlap, is a top 5 loser, down 9% year on year and 27% versus the market. The audience switching opportunity is real and measurable.

DRTV did not launch until April. The March uplifts in direct, organic and paid search traffic were driven by press ads, the NPI and digital display only. Non-digital channels appear to be contributing to website behaviour even before TV entered the mix. Direct up 41%, organic search up 4%, paid search up 8% — all positive in the same month.

To understand what happened across the full Jan–May period, and whether the April DRTV launch shows up in different parts of the data, we'd need access to Healthspan's own analytics. Similarweb figures are modelled estimates and won't give the session-level or channel attribution detail needed to draw firm conclusions. GA4 would answer this cleanly.

The NPI runs WGY creative and has improved consistently, from 302 new customers in January to 388 in April, with CPNC falling from £191 to £149. Press ads, measured by the same CPNC metric, declined sharply year on year.

The key variable that changed at the same time as WGY launched was the offer, from 5× acquisition prices to £5 off £15. The data can't yet separate creative from offer as the cause. Brand awareness ads and direct response ads are different things being measured the same way.

The Hello Magazine advertorial on 9 April triggered the largest spike in new-audience brand searches in the entire Feb–May dataset. Those readers didn't use a code, but they did visit the website.

New titles are starting to show results. Sun TV Mag has improved every month running Magnesium Glycinate, from 4 NCs in March to 12 in May with CPNC falling from £1,724 to £534. Hello Magazine's advertorial in April delivered 16 NCs — the strongest single entry from a new title this year. What's On TV switched from Bladder Support to Magnesium Glycinate in May and saw CPNC fall from £868 to £372.

Product appears to matter as much as title. The April brand review notes that "matching creative and product selection to the title is key" — and the data supports it.