A look at Internet traffic trends during Super Bowl LVIII

After winning Super Bowl LVII in 2023, the Kansas City Chiefs entered Super Bowl LVIII with an opportunity to pull off back-to-back wins, a feat last achieved by the New England Patriots two decades earlier, in 2003 and 2004. They faced the San Francisco 49ers, five-time Super Bowl champions, although their last win was nearly three decades ago, in 1995. The game started slowly, remaining scoreless until the start of the second quarter, after which both teams traded the lead until a tie score at the end of the game made it only the second Super Bowl to go into overtime. And if you weren’t watching it for the football, the advertisements certainly didn’t disappoint. And if you weren’t watching it for the football or the advertisements, but instead were waiting to see how many times CBS cut away to a shot of Taylor Swift during the game, the answer is… 16. (By my count, at least.)
In this blog post, we will explore which Super Bowl advertisements drove the largest spikes in traffic, as well as examine how traffic to food delivery services, social media, sports betting, and video platform websites and applications changed during the game. In Continue reading