Analysis of the effects of content events on correlated search queries is provided herein. As content events occur, terminology and key words related to the content event are analyzed against search queries submitted to search engines to determine the effect of the content event on what persons exposed to the content event search for. The timing, devices used, a user-demographics of the searches are collected to refine the analysis of the effect of the content event. For example, search queries may be gathered into fine-grained time periods, mobile/desktop device groups, and various geographic regions to determine how users are performing searches in light of the content event. The gathered search queries are refined based on the searches of persons not exposed to the content event to more accurately demonstrate the effect of the content event.