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BizReport : Advertising archives : February 08, 2010

Report: 75% of Super Bowl viewers visited advertiser websites

A report out this morning from online advertising firm Akamai shows that 75% advertisers received Super Bowl traffic during Sunday night's big game. The biggest traffic hits, as is usually expected, happened early during the championship game between the New Orleans Saints and the Indianapolis Colts, with a sharp decline in the 4th Quarter.

by Kristina Knight

Here are some interesting findings from Sunday's Super Bowl Traffic:

• Traffic averages 275,000 visitors per minute during the game
• Halftime traffic reached 306,631 (global) and 271,956 (US), but spiked for the half time performance of "The Who"
• During the week leading up to the game, traffic to these sites averaged 350,000 (US) visitors per minute
• After the game, traffic spiked to an average of 1.17 million visitors per minute
• Viewers visited websites after 'clear calls' to do so from television spots

Meanwhile, a pre-game survey from metrics firm comScore indicates that most Americans were ">online throughout the day leading up to the Super Bowl. Most (77%) logged on prior to kick-off while about half logged on after the game, but at least one-third (32%) indicated they would log on during the game.

Why were consumers online?

• 19% said they would email or IM friends about the game
• 14% wanted party/recipe ideas
• 14% wanted to watch Super Bowl ads
• 13% to visit Super Bowl advertiser websites
• 11% were logging on to keep up with game statistics

With the game being close through the third quarter before New Orleans pulled ahead of the Colts and put the victory away, more viewers probably stuck with the game, pushing even more traffic to advertiser websites or content/statistic sites. In years past, the game has seen one team pull ahead very early, turning viewers off until the half-time show, and then losing the viewers once play began in the third quarter.

Tags: Akamai, comScore, online advertising, online traffic, sports advertising, sports content, Super Bowl traffic

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