• February 7, 2008

The Internet has become a key part of following the Super Bowl on game day, for both game-related and ad-related purposes, according to a comScore survey of 1,139 U.S. Internet users who watched the game.

For game-related purposes, 11% of respondents indicated they used the Internet to monitor stats and stories related to the game, while 3% said they went online to place bets on the game.

The Super Bowl has also become an important vehicle for cross-media advertising. Though the ads are viewed on TV, many of them direct their audience to a Web site for related information, content, or promotions. This year, 13% of respondents said that they watched a Super Bowl ad online after the game and 13% also said that they visited an advertiser Web site after the Super Bowl. Of those who visited an advertiser's Web site, 38% said they visited GoDaddy.com, while 22% visited Coca Cola's site and 21% visited Pepsi's site.

--Tanya Irwin