Last week’s Super Bowl wasn’t just a huge victory for the Seattle Seahawks. Adobe Digital Index had previously reported how Internet traffic starts picking up for Super Bowl advertisers prior to game day, then rises even more the day of the game. This year was no exception; in fact, the increase in web traffic was more dramatic than years before. Overall visits to advertisers’ websites rose 15% above 2013, while the average increase in typical daily web traffic soared 163%.
At $4 million per 30-second ad, advertisers might wonder what drove the flood of traffic? One word: mobile.
Overall, smartphone and tablet traffic has risen substantially since 2013. Super Bowl Sunday clearly demonstrated that the event also has benefited from this trend. In fact, mobile visits to advertisers’ websites from smartphones and tablets rose at an unprecedented rate, peaking at almost 37% (and never dropping below 28%).
Total smartphone visits during the Super Bowl increased by more than 110% year-over-year.
For their part, tablets also scoared a Super Bowl win. While smartphones were responsible for the largest growth in traffic to advertisers’ websites, tablets were the primary source of website visits during the Super Bowl.
The Super Bowl clearly has become a mobile-device-driven experience–yet another example of how the sports industry, overall, is reaping digital’s rewards.