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Tuesday
Feb102015

Effect of Super Bowl XLIX on Web Traffic

We recently reported the effect of the Super Bowl on our clients' web traffic.

On average, our online retailer clients experienced a 13% decline in web traffic on February 1, 2015, Super Bowl Sunday.  Compared to prior "typical" Sundays, tablet traffic declined the most at -15%.  Desktops were -12.75% and mobile was least affected at -11%.

We compared hour of day AdWords traffic for a client in the Home and Garden industry, and noted a steep decline at pre-game and at kick-off:

Super Bowl XLIX vs Prior Sunday

 

Interestingly, hourly sessions tracked a very similar path when compared to SuperBowl 48 on February, 2, 2014:

Super Bowl 49 vs Super Bowl 48

In addition to a steep decline in all traffic sources, conversion rates and average order sizes suffered.  We will use this information to improve our Super Bowl Sunday promotions next year!

 

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