An AT&T Web site had the most hits online over Super Bowl weekend, for an ad tied to a television spot, Jupiter Media Metrix reported.
The site launching an AT&T wireless service, www.mlife.com, registered 34,000 unique visitors on the Saturday before the Super Bowl. Then, traffic spiked to 681,000 unique visitors on Super Bowl Sunday.
“While most of this year’s Super Bowl ads represented familiar brands that will likely enjoy longer-term results, mlife’s immediate online success was likely driven by the novelty of the television campaign as well as the brand itself,” said Charles Buchwalter, vice president of media research at Jupiter Media Metrix, in a statement.
Pepsi was also a noteworthy advertiser with a Web tie-in. The television ad was designed to engage Super Bowl viewers by enabling them to vote on the best Pepsi ad featuring Britney Spears. The ads showed Spears in different historical eras online for a week before the Super Bowl, and during the first half of the game. The ad viewers chose was broadcast during the second half.
Pepsi.yahoo.com had no reportable traffic on the Saturday before the Super Bowl, but on the day of the game, had 135,000 unique visitors.
Traffic to most other sites with tie-ins to Super Bowl television ads–such as Hotjobs.com, Monster.com, Schwab.com and Etrade.com–remained steady or decreased slightly.
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