Adver­tis­ers see 23% higher traf­fic than nor­mal on day of the event; 46% higher on day after event, but week prior to event lower than last year.

Adobe Dig­i­tal Index looked at the over­all web traf­fic for Super Bowl adver­tis­ers in an analy­sis which looked at 980 mil­lion vis­its across 65 brands.  This year’s Super Bowl adver­tis­ers were able to cap­i­tal­ize on their par­tic­i­pa­tion in the big event by dri­ving more vis­i­tors to their websites.

Adver­tis­ers saw an increase of 23% in web traf­fic on Super Bowl Sun­day.  That’s 15% more than the increase adver­tis­ers saw in 2012, which was 20%.  On Mon­day, they were able to grow traf­fic by 21% from 38% to 46% YoY.

Super Bowl Actual Traffic Increase Chart

Our pre­vi­ous analy­sis demon­strated a sub­stan­tial increase in traf­fic in the week prior to the event last year.  This year, adver­tis­ers did not see a sig­nif­i­cant increase in web traf­fic prior to the event.  We view this as an indi­ca­tion that this year’s adver­tis­ing cam­paigns were either not as focused or not as suc­cess­ful at build­ing web traf­fic prior to their tele­vi­sion spot air­ing dur­ing the Super Bowl.