Football Drives Web Traffic

Companies that paid the big bucks to advertise during the Super Bowl were rewarded with a 48 percent increase in traffic to their Web sites compared with the Sunday before the game, according to Media Metrix.

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Football-related sites also scored a touchdown on Super Bowl Sunday, but such sites had even more visitors during the NFL playoffs. Female unique visitors to football sites increased 137 percent on Super Bowl Sunday and Monday compared to the previous Sunday and Monday. Male unique visitors increased 50 percent, Media Metrix found.

The number of male unique visitors to the sites of Super Bowl advertisers increased 32 percent on Super Bowl Sunday and Monday compared to the previous Sunday and Monday. Female unique visitors decreased 26 percent. Overall, men represented 81 percent of visitors to the sites of Super Bowl advertisers and 67 percent of visitors to football-related sites.

Traffic to football-related Web sites was highest (2.7 million unique visitors) the week following the NFL playoffs (Jan. 18-24) compared to the rest of the month. In contrast, unique visitors to the same site decreased 60 percent the week before the Super Bowl.

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