Super Bowl Advertiser Web Sites Survived the Game According to Keynote
Performance and Availability of Nine Web Sites Fluctuated With Appearance of Their TV Advertisements
SAN MATEO, Calif.–(BUSINESS WIRE)–The web sites of 35 companies advertising during the Super Bowl
Only nine of those sites showed unusual variations in performance or availability during the four-hour broadcast and one-hour period following the exciting conclusion of the annual championship of U.S. professional football on Sunday, January 30. The web sites of Super Bowl advertisers measured by Keynote included dot-com companies making their public debuts as well as dot-com veterans and brick-and-mortar companies expanding their brand identities and market presence to the World Wide Web.
The Super Bowl football game began at approximately 3:30 p.m. Pacific time and concluded a few minutes before 7:00 p.m. PST. The following table shows the performance of 35 Super Bowl advertiser web sites as measured by Keynote every 15 minutes on Sunday, January 30 from 3:00 p.m. to 8:00pm Pacific time from 66 Internet access locations in 25 large metropolitan areas around the United States. The table indicates the average time in seconds required to access and download the home page of each web site over a T-1 or T-3 Internet connection. Lower numbers are better and indicate faster performance. For the nine web sites exhibiting unusual variations, the table shows the time period of the variation or outage and its measured magnitude.
Average Time of Reduced Company Performance Variation(PST)
AutoTrader.com 9.25 6:00 – 6:15p.m. 28.2
Blockbuster (NYSE: BBI) 4.08
BMW of North America 5.40
Budweiser (NYSE:BUD) 1.85
Buena Vista Pictures 3.97
Charles Schwab (NYSE:SCH) 2.06
Computer.com 2.99 7:15 – 7:30p.m. 6.04
EDS (NYSE:EDS) 11.00
Epidemic.com 2.64 4:00 – 4:45p.m. Inaccessible
E*Trade (Nasdaq:EGRP) 2.58
Federal Express (NYSE:FDX) 6.67
Ford (NYSE:F) 4.19
Healtheon/WebMD (Nasdaq:HLTH) 2.28
Hewlett-Packard (NYSE:HWP) 2.73
Hotjobs.com (Nasdaq:HOTJ) 2.81
John Nuveen (NYSE:JNC) 3.25
Kforce.com 3.73 5:45 – 6:00p.m. 15.15
LastMinuteTravel.com 7.39 7:00 – 7:15p.m. 52.90
LifeMinders.com (Nasdaq:LFMN) 0.55
MicroStrategy (Nasdaq:MSTR) 3.75
Motorola (NYSE:MOT) 5.54 4:15 – 4:30p.m. 12.54
Oxygen Media 3.62 4:30 – 4:45p.m. 11.45
Pizza Hut (NYSE:YUM) 3.76 5:45 – 6:00p.m. 9.55
Universal Pictures 7.79 4:15 – 4:30p.m. 18.26
Wall Street Journal (NYSE:DJ) 5.45
WWF (Nasdaq:WWFE) 2.45
“Super Bowl XIV was a watershed event in the confluence of broadcast television and the World Wide Web,” said Gene Shklar, vice president of public services for Keynote. “It demonstrated that e-commerce companies have to prepare for a near-instantaneous increase in traffic to their web sites when they advertise their URL on TV, and they must ensure their sites are scaled to service peak demand and not just normal traffic.”
How Keynote Measured the Super Bowl Advertiser Web Sites
Keynote used its Perspective(TM) service to measure the performance and availability of the web site of companies advertising during the Super Bowl XIV every 15 minutes from 66 Internet access points in 25 metropolitan locations around the United States which are a subset of Keynote’ global network of measurement computers in over 120 locations around the world.
How Keynote Measures Quality of Service
The Keynote Perspective(TM) service profiles the complete user experience of executing interactive multi-page transactions, such as buying merchandise or making a travel reservation, and downloading content, including graphics and banner ads, from World Wide Web sites to multiple locations around the world. The service supports industry-standard HTTP and secure HTTPS, the same protocols used by the Microsoft (Nasdaq:MSFT) and Netscape (Nasdaq:AOL) web browsers. The measurements can be performed every 15 minutes around the clock from each of Keynote’s automated measurement locations which are connected to the Internet via T-1 or T-3 communication lines. Performance results and availability rates for measured web sites, for a popular Site-of-the-Week and for the Keynote Business 40 Index are available in real time via MyKeynote software to anyone with a web browser. Keynote Perspective also provides daily quality-of-service summary reports by email as well as an alarm service that notifies subscribers by pager or email of outages or deteriorations in quality of service.
Keynote is the leading provider of Internet performance measurement, diagnostic and consulting services to companies that operate e-commerce web sites. The company markets Keynote Perspective(TM)Consumer Perspective(TM)and Keynote Lifeline(TM) global real-time services that measure, assure and improve the Quality of Servi ce of e-commerce web sites around the world. The company captures over 16 million performance measurements daily using Keynote’s global infrastructure of more than 300 measurement computers connected to the major Internet backbones in over 120 statistically selected locations across 50 metropolitan areas worldwide. Internet performance and availability data are collected at Keynote’s sophisticated operations center and are instantly available to customers through any web browser.
Keynote customers include over 700 leading e-commerce web sites and hosting companies including AdForce (Nasdaq:ADFC), Amazon.com (Nasdaq:AMZN), CDNow (Nasdaq:CDNW), Compaq Computer (NYSE:CPQ), Cisco Systems (Nasdaq:CSCO), Dell Computer (Nasdaq:DELL), Digex (Nasdaq:DIGX), DoubleClick (Nasdaq:DCLK), Exodus Communications (Nasdaq:EXDS), Microsoft (Nasdaq:MSFT), National Semiconductor (NYSE:NSM), and SABRE Holdings (NYSE:TSG).
For further information about Keynote, visit the Keynote web site at http://www.keynote.com or contact the company at Keynote Systems, Inc., 2855 Campus Drive, San Mateo, California 94403, telephone 650/522-1000, fax 650/522-1099, email firstname.lastname@example.org.
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