jaffe's URL crusade continues...

USA Today piece talks about uptick in visits to websites of Super Bowl advertisers. Nice work asking the tough questions...perhaps next time, you can ask why so few advertisers actually displayed their URL's and fewer still spend any time/effort overtly driving traffic there...

Quote and Commentary:

Quote:  Few saw more bounce than FedEx, whose ad featured a caveman trying to send a prehistoric package. Traffic to the area of fedex.com where the company offers its ads was up 13,000% for the period from the game's end to 2 p.m. Monday, vs. the period last week, says Carla Boyd, a spokeswoman.

Commentary: Surprisingly people don't tend to visit FEDEX on a Sunday, hence the giant spike in visits off a low base

Quote: Sharpie, frankly says it didn't do a good job directing viewers to its site...the reference to the website was just a small, visual image. "It was something we didn't think much about," President Rory Leyden says. "We underestimated the number of people who would visit the website"

Commentary: ...but the decision to advertise retractable markers on media's center stage is frankly one we wholeheartedly stand by

Quote: (ESPN), which ran two ads, had more than a million additional viewers at its website in the 15 hours following the game, vs. the same period on a normal Sunday to Monday, says John Kosner, senior vice president for new media.

Commentary: Gee, do you think it was perhaps due to the fact the SUPER BOWL was going on at the same time and that people were checking scores, stats, news etc?

Quote: (Aleve), which aired one ad staring Leonard Nimoy (Star Trek's Mr. Spock), had a 101% increase in Web traffic between 7 a.m. and 2 p.m., vs. the same day a year ago, says Trish McKernan, spokeswoman at Bayer Health Care.

Commentary: Someone has a migraine, and it's not me.

Honorable omission from this piece: Diet Pepsi - can you say, downandtroubly.com?