Mobile Drives 1.6x Traffic Increase For Super Bowl Advertisers

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Image: Flickr, Jonathan W.

By Adobe2014-02-06 21:54:51 UTC

Super Bowl XLVIII advertisers saw more web traffic than ever before. Adobe Digital Index previously reported that although Super Bowl advertising is largely brand-oriented, website traffic always rises the day of the game. This year, the increase in web traffic was more dramatic than ever before. Visits to advertisers' websites rose 15% over last year's to an average increase of 163% above normal daily web traffic.

At $4 million per 30-second ad, advertisers might wonder: What drove the flood of traffic?

See also: Why Your Brand Must Analyze Traffic by Device

Smartphone and tablet traffic have risen substantially since 2013. Celebrating Super Bowl Sunday is an increasingly more mobile experience, as website visits from smartphones and tablets are rising at an unprecedented rate. For Super Bowl 2014, mobile visits never dropped below 14% and peaked at almost 18%. Additionally, total smartphone visits during the Super Bowl increased by over 110% year over year.

Not to be outdone by smartphones, tablets took the win with a peak traffic of 19%. While smartphones saw the largest growth in traffic, tablets continued to be a primary source of website visits during the game. The Super Bowl is a device-driven experience, as visitors are quick to visit advertisers’ websites when the commercials air.

Topics: Advertising, BrandSpeak, Business, Marketing, Super Bowl