This year's Super Bowl advertisers saw more web traffic to their sites than ever before. Although Super Bowl advertising is largely brand-oriented, Adobe Digital Index has previously found that website traffic always rises the day of the game. This year the increase in web traffic was more dramatic than ever before. Visits to advertiser's websites rose 15% over last year to an average increase of 163% above their normal daily web traffic.
Smartphone traffic increased 110% versus last year
At $4 million per 30-second ad, advertisers might wonder what drove the flood of visits? That would be mobile devices.
Smartphone and tablet traffic rose substantially since 2013, Adobe Digital Index analysis found. Celebrating Super Bowl Sunday is become an increasingly two-screen, mobile experience, as website visits from smartphones and tablets rose 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 as Super Bowl traffic peaked at 19%. While smartphones saw the largest growth in traffic, tablets continue to be a primary source of website visits during the Super Bowl. This year's Super Bowl was a device-driven experience, as visitors were quick to visit advertisers' websites when the commercials aired.