 Expansion of the "Cog" campaign to a worldwide market was fraught with a number of logistical difficulties. The cost of airing a 120-second commercial proved prohibitive in most markets. Combined with Honda's use of different advertising agencies in different regions and the relative autonomy of its various business units in marketing decisions, meant that "Cog" screened in only a few selected markets: the United Kingdom, Sweden, and Australia, and in cinemas in only a handful of other countries. For most markets, including the United States, the only way for audiences to see the piece was via the Internet, or in one of a handful of unsolicited and unpaid broadcasts on news channel review programmes. Traffic to Honda websites quadrupled; in the first few weeks, "Cog" was downloaded by over a million people. By mid-May, the number was twice that. It has been estimated that more people in the United States voluntarily chose to watch "Cog" than any other Honda commercial.
