Super Bowl Web traffic below expectations
A Super Bowl whose outcome was in doubt until the final minutes helped put a damper on Web traffic, reported Akamai Technologies Inc.
In recent years, many Super Bowl advertisers have urged consumers viewing the game to visit their websites, noted Akamai, a Cambridge company that provides services for accelerating and improving the delivery of content and applications over the Internet.
Akamai added that it delivered the websites and online advertising content for more than half of the companies whose advertisements were televised nationally during the Super Bowl.
Alluding to the upset of the hitherto undefeated Patriots by the underdog New York Giants, an Akamai spokeswoman wrote in an e-mail, "Not only were the final results of the game surprising, but Web traffic patterns also proved different than expected."
Akamai attributed the unusual Web traffic patterns to several factors, including a suspenseful game.
The company noted that this year's Super Bowl TV ads included fewer "cliff hangers" - ads in which viewers were encouraged to see the ending online - than in years past.
And some televised advertisers didn't include mention of their websites in their ads, Akamai said.
Akamai said it is expecting today to be a big day for Web traffic as consumers find their favorite ads online to replay; this phenomenon became popular last year, and it appears to likely be the case again this year with the promotion during the game of the online collection of Super Bowl ads that is available on MySpace.com.
(By Chris Reidy, Globe staff)