NBC is saying that brands that advertised during last Friday’s telecast of the opening ceremony of the Vancouver Winter Olympics reaped big benefits from their advertising dollars.

NBC commissioned research from Google, which showed huge spikes in search queries for brands that were featured during the night, according to Brandweek. The opening ceremony drew the largest number of viewers ever for any non-U.S. hosted Winter Olympics in history. NBC pulled an average 32.6 millions from 7pm to 11pm, according to Nielsen, and viewing since then has been trending up.

Google tracked search queries following a three-minute version of the song, We Are the World 25 for Haiti (created by celebrities to help the earthquake stricken nation), and found a 10-fold boost in queries containing the word Haiti or the phrase We Are the World. (via MediaBuyerPlanner).

While an emotionally-charged performance like that might be expected to get viewers engaged and send them scurrying to their laptops and PCs, Google also tracked keywords for four different movie ads and ads for insurance company Sun Life, and found similar spikes in search traffic.

Brand Recall Soars, Too

NBC also cites data from Nielsen IAG, which found that auto ads which ran during the opening ceremony had brand recall levels 41% higher than their prime time average, while likability scores were almost 50% higher, and message recall jumped 67%. Movie trailers were 14% more effective in driving “intent to view” than ads that ran during typical prime time programming. Financial services ads run during the Olympics were 12% more effective in boosting brand recall and 15% more likable, NBC said (via AdAge).