Akamai Releases Data on Advertisers' Web Traffic Volume Following Football's Biggest Game

Cambridge, MA |

Akamai Technologies, Inc. (NASDAQ: AKAM), the leading global service provider for accelerating content and business processes online, released web traffic trends via its Akamai Net Usage Index for Advertising (www.akamai.com/netusageindex) tracking real-time Web interest resulting from last night’s nationally-televised Super Bowl®. Akamai delivered the websites of the majority of the national advertisers for this year’s game to support their corresponding online advertising campaigns.

The Akamai Net Usage Index for Advertising shows Web traffic to an anonymous aggregate of 21 of Akamai customer sites that integrated their broadcast advertising campaigns with an online component. Akamai's Index is the only online tool to offer a real-time look at the immediate effectiveness of advertising campaigns and their corresponding Web call to actions. The Akamai Net Usage Index for Advertising shows total visitors per minute to a collection of advertisers’ sites delivered by Akamai, including Anheuser-Busch, GoDaddy.com® and Garmin.

Game-Time Web Traffic Trends

Advetisers Web Traffic Volume - Graph

  • Average traffic to these sites for the 2-3 weeks before the game was around 80,000 visitors per minute 
  • During most of the game, Web traffic averaged around 160,000 visitors per minute 
  • Right before halftime, at about 7:45 p.m., a spike resulted of 227,957 visitors per minute 
  • 210,893 of those visitors came from the U.S. 
  • The largest spike came during the last 15 minutes of the game, where traffic jumped to 282,546 visitors per minute 
  • Traffic today is higher than last night, with close to 300,000 visitors per minute visiting these sites, as of early Monday morning 
  • Advertisers who specifically directed people to websites in their ads saw the most immediate website traffic

"Multi-channel advertisements are just one part of the convergence between TV and Internet audiences, bringing rich, interactive video content to the Internet and engaging consumers for an extended period of time," said Brad Rinklin, vice president of marketing at Akamai. "With this, scalability and technology infrastructure become critical, especially to support traffic spikes during large-scale advertising campaigns. While investing millions of dollars in high-end TV commercials, companies must extend and leverage these assets across new channels – and ensure reliability and a positive user experience via a digital media platform."

About Akamai's Net Usage Indices

The Akamai Net Usage Indices for News, Retail, Music and Advertising track online consumption to websites across a representative set of Akamai’s customers. All of the indices are intended to provide unique insight into the massive cultural and economic changes resulting from the ways people worldwide get news and information and act as consumers online.

With the data available through Akamai's Net Usage Index, businesses will have real-time information about the success of their advertisements, allowing them to understand the value of their investment. Akamai will not release web usage data on any one customer, but will provide an aggregate view into elevated web traffic patterns. The Akamai Net Usage Index for Advertising will analyze traffic over the next two weeks to show resulting game-related trends.

About Akamai

Akamai® is the leading global service provider for accelerating content and business processes online. Thousands of organizations have formed trusted relationships with Akamai, improving their revenue and reducing costs by maximizing the performance of their online businesses. Leveraging the Akamai EdgePlatform, these organizations gain business advantage today, and have the foundation for the emerging Web solutions of tomorrow. Akamai is "The Trusted Choice for Online Business." For more information, visit www.akamai.com.