Home  › Stats › Audience/Traffic

The Web and the Super Bowl Effect

  |  February 7, 2007   |  Comments

Couch potatoes went to the Web to view Super Bowl ads and look up game-related stats.

Super Bowl viewers looked at the computer screen while watching the game. According to data released by Hitwise, SuperBowl-Ads.com experienced a 604 percent increase in visits on the big day; many of those visitors came to the site through CBS SportsLine.com.

Ad sites made way for advertiser sites. King Pharmaceuticals saw a 1,727 percent lift in market share on February 4 over the day before. Traffic went to the company's beatyourrisk.com. Budweiser's bud.tv went up 1,401 percent in market share; and Sales Genie saw a 534 percent increase.

Visits to AOL Sports.com increased by 78 percent, while CBS SportsLine increased by 12 percent over the same period.

Super Bowl Advertiser Web Sites by Visit Market Share Change,
February 3-4, 2007
Advertiser/ProductDomainChange in Market Share (%)
King Pharmaceuticals and the American Heart Association www.beatyourisk.com1,727
Budweiserwww.bud.tv1,401
Sales Geniewww.salesgenie.com534
Pepsiwww.pepsi.com374
Snickerswww.snickers.com234
Bud Lightwww.budlight.com195
Go Daddywww.godaddy.com74
Doritoswww.crashthesuperbowl.com69
Van Heusen/Izodwww.pvh.com66
Budweiserwww.budweiser.com56
Garminwww.garmin.com44
MGM/"Hannibal Rising"www.hannibalrising.com35
Emerald Nutswww.emeraldnuts.com33
Taco Bellwww.tacobell.com29
CareerBuilderwww.careerbuilder.com25
Note: Data are based on daily visit market share (the percentage of traffic), comparing visits for February 3-4, 2007 from among the Hitwise sample of 10 million U.S. Internet users.
Source: Hitwise, 2007

During the game, Akamai's Net Usage Index for advertising noted an average 160,000 visitors per minute to advertiser Web sites during the game. Average traffic during the two to three weeks prior to the game were about 80,000 visits per minute.

A traffic spike occurred immediately before halftime, when 227,957 visitors per minute were registered. Of those visitors to advertiser sites, 210,893 represented U.S. Internet users. Traffic increased to 282,957 visitors per minute in the last 15 minutes of the game, and approached 300,000 visitors per minute the following morning.

Akamai's Net Usage indices track online consumption for news, retail, music, and advertising categories.

Hitwise monitors how more than 25 million Internet users interact with over 500,000 Web sites across 160 industry categories. It collects Internet usage information through a combination of ISP data partnerships and opt-in panels. Data are collected in accordance with local and international privacy legislation and are audited by PricewaterhouseCoopers.

ClickZ Live Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ClickZ Live San Francisco Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!

ABOUT THE AUTHOR

Enid Burns

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

WEBINARS

Resources

Jobs

    • GREAT Campaign Project Coordinator
      GREAT Campaign Project Coordinator (British Consulate-General, New York) - New YorkThe GREAT Britain Campaign is seeking an energetic and creative...
    • Paid Search Senior Account Manager
      Paid Search Senior Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring a strategic Paid Search Senior Account Manager...
    • Paid Search Account Manager
      Paid Search Account Manager (Hanapin Marketing) - BloomingtonHanapin Marketing is hiring an experienced Paid Search Account Manager to...