Internet and Super Bowl: What do today's pop culture traffic patterns tell us?

Audi records a growth of 11,422% in the activity of its website after the announcement in the final, Slack increases its productivity in the weekend, and some social networks experience the annual “downturn” during the rest show.

Fastly, supplier of an Edge Cloud Global platform, has shown real -time traffic trends and various internet -related phenomena, registered in its client portfolio during the peak moments of the Super bowl. These observations can undoubtedly represent the sign of the trends of current popular culture.

The announcement Let It Go of Audi demonstrates the strength of advertising during parties
Audi, Fastly client, issued the spot that showed a version of Let It Go, played by Maisie Williams, in which the singer was driving an audi e-tron sportback, the imminent new model of the brand's electric SUV.

After the issuance of this announcement during the second part, the Audi website registered a impressive growth of 11,422% in RPS, regarding the moments prior to this peak. The traffic of its site also recorded a 19.46% increase in the average RPS during the three days after the event, in relation to the same moments of the previous week. With advertising costs that reach until 5.6 million dollars for a 30 second advertisement, in the final of this year, this is the type of metrics that advertisers want to see driven after such an investment.

Slack does not lower the rhythm

Another of Fastly's clients, Slack, registered 13.25% more RPS On its platform on the day of the Grand Final with respect to the immediately previous Sunday, on January 26, 2020, which could indicate an increase in the use of Slack beyond the work environment and the usual work day. This increase in the use of Slack could be related to advertising agencies giving support to advertisers with advertising pieces, writing coordinating and publishing stories and other companies developing real -time brand activations.

Social networks at rest

During previous Super Bowls, Fastly has observed a fall in RPS on some social networks, which would indicate that users leave their phones to see the shows associated with the party. The 2020 final has not been different in this regard. Some of Fastly's customer social networks recorded 16% drops in their RPS at the beginning of the musical show, in relation to the activity measured in the first half of the party.

On the contrary, some Fastly clients dedicated to the Creation of GIFs and memes experienced strong peaks in their RPS, indicating the creation of a large number of new viral snippets. During the rest show, these clients observed a 34.97% growth in their average RPS, compared to the requests recorded immediately before this peak. In addition, the average RPS in the post-part registered a growth of 46.66%.

Dana Wolf, Product and marketing SVP in Fastly, acknowledges that "what is fantastic of these data that we observe on our platform is that they show that we can help our customers handle both the typical day -to -day peaks, and great traffic events, as an advertisement during a great game or express sales."

"The modern design of our network, consisting of less but more powerful points of presence worldwide, allows us to move the data and applications of customers closer to the end user of the client. Finally, that translates into a digital experience between a person and the fastest and faster brand," he adds.

This "radiography" that Fastly has made has shown that when there is an investment in significant advertising, it is essential to ensure that the company's site can manage the attention it generates.