Super Bowl XXXV super promotion for CBS, partner Web sites

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Super Bowl XXXV turned out to be a super promotion for Web sites affiliated with CBS, the official broadcaster of the game, according to a Jupiter Media Metrix analysis of Web traffic. CBS.com sites had 858,000 unique visitors between Sunday and Monday, an increase of 201.5% over the previous three-week average; SportsLine.com sites had 1.1 million unique visitors, an increase of 84.5%; SuperBowl.com, which was produced and cross-promoted by SportsLine.com, Inc., had 833,000 unique visitors, a 377.8% increase over the previous three-week average, and NFL.com had 422,000 unique visitors, a 33.3% increase over the three-week average.

Media Metrix is calling the surge in traffic spurred by the Super Bowl, when traffic to most major sports sites remained flat, "a benchmark" indicating how effectively CBS drove massive traffic to online properties via in-game programming. While there were far fewer dot-com advertisers, the number of unique visitors to CBS affiliated sites, increased significantly. Etrade.com had 526,000 unique visitors, a 47.8% increase over the previous three-week period. Career sites Hotjobs.com and Monster.com had 328,000 and 706,000 unique visitors, respectively -- increases of 101.3% for Hotjobs and 5.3% over the previous three-week period.

Separately, Monster.com is touting its third successful appearance in the Super Bowl as helping the career site break all its own traffic records. Monster.com says 8.1 million job searches were conducted following the game; 42,556 resumes were submitted to the site on Jan. 29 following the game, an increase of 172% from the day prior to the Super Bowl. It is also a 123% jump over the 19,100 resumes submitted the day after last year's Super Bowl and a 432% jump over the 8,000 resumes submitted the day after the Super Bowl in 1999.

Copyright January 2001, Crain Communications Inc.

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