Boosted by the Super Bowl
By JONATHAN GAW, E-COMMERCE REPORTER
For their $1.6-million-per-30-seconds slot, Super Bowl advertisers received a 48% boost in visitors to their Web sites that day compared with the prior Sunday, according to Media Metrix Inc., a New York firm that measures Internet traffic. The survey also found that four out of five visitors to Super Bowl advertisers’ sites Sunday and Monday were men, representing a 32% increase in male visitors over the prior week. However, the number of female visitors to those sites on Super Bowl Sunday and the next day declined 26% compared with the previous week. The survey also found that traffic to football-related sites on Super Bowl Sunday and the following Monday rose 137% among women, compared with a 50% increase in visits by men.