Akamai sees 275% increase in traffic to web sites of 22 Super Bowl TV ads
Few things can drive a traffic surge to a web site like national TV exposure on a scale of the Super Bowl’s. In anticipation of major spikes to their web sites as the result of advertising that ran during the Super Bowl broadcast, 22 companies including Volvo and FedEx used the services of content delivery accelerator Akamai Technologies to keep page downloads, availability and applications up to standard, the company reports.
During the Super Bowl, Akamai experienced a 600% increase in the volume of information being delivered from those sites across its server network compared to the same time period, 6-11 p.m. ET, on the previous Sunday. Also driving the increased data load was the greater use of video clips and other rich media being used on advertisers’ sites, according to the company.
Akamai experienced a 275% increase in traffic on the 22 sites it supported during the Super Bowl time period compared to a week earlier. That suggests that during the televised event, viewers went online to check out the advertisers’ sites after the commercial was aired, and then returned again to the site for more information after the game ended, according to the company.
The Super Bowl has become one of the most widely-seen advertising venues, and in recent years, more sponsors have used their TV ads to bring viewers to their web sites.
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