Soccer is religion in Brazil, some say. But don't take their word for it, just check the numbers.
When Brazil plays its World Cup games, available ad inventory in the country plummets 37%, according to ad-tech company Triggit, which serves nearly 2 million ads in the country each hour.
There are, of course, many websites without ads, so this is just a rough indicator. But it's a strong signal that far less web surfing occurs as the games get played.
"Normal ad data is pretty esoteric stuff and it's neat to see the real world playing out in our numbers," said Triggit CEO Zach Coelius.
When the games end, available ad inventory spikes to an average of over 27% above normal in the next two hours, meaning the country jumps back on the net in a hurry.
The data backs up an observation from New York Times' sports reporter Sam Borden who, on his personal blog, described what happens in Brazil during its World Cup games:
"It's impossible to accurately convey what happens in this country when Brazil is playing," he said. "Actually, on second thought, it is easy: the country stops. That's it. When the Selecao, as the team is known, has a game it is as if someone hits a giant Brazilian pause button."