UPDATED with new data from Trendrr, TiVo and GoDaddy. Who would have thought that passing the ball to the wrong guy can not only cost your team the Super Bowl, but also break Twitter? Yesterday’s surprise victory of the New Orleans Saints over the Indianapolis Colts caused a nine minute Twitter outage, according to Pingdom.com, as countless viewers tweeted like crazy when the Saints sealed the deal with a stunning interception by cornerback Tracy Porter.
The Saints weren’t the only winners on game day. Traffic to the web sites of Super Bowl advertisers surged, according to data from Akamai. The CDN reported that sites from advertisers that are also Akamai customers saw close to three times as much traffic right after the game than during the week leading up to the Super Bowl.
Super Bowl advertisers saw a peak of 1,178,888 visitors per minute on their sites at the end of the game, according to Akamai. During the pre-game week, these sites were viewed by around 450,000 visitors per minute at their peak.
Advertisers that mentioned their sites in their commercials received the lion’s share of immediate game day traffic. One example specifically singled out by Akamai is the HomeAway.com ad, which caused an aggregate traffic spike of 460,000 viewers during the third quarter, compared to an average of 275,000 visitors per minute during most of the game. GoDaddy’s ad even caused a spike of 538,380 visitors during the first quarter.
One should note that Akamai only has business relationships with around three quarter of the companies that ran ads during Super Bowl. Akamai’s stats include visits to sites from companies like Budweiser, GoDaddy, Audi, Monster, eTrade, and GM, but not Google, which advertised during the game for the first time ever.
Update: GoDaddy has informed us that its ads helped to sign up more new customers than during any of the previous Super Bowl Sundays.
New data from Trendrr shines a little more light on what exactly caused Twitter to go fail whale on us yesterday. Apparently, you can blame it on the Saints, which caused 351,544 tweets on Sunday, with a total of 454,780 tweets coming in throughout the week. The Colts saw 249,472 Twitter posts throughout the week, with a spike of 179,360 posts on Sunday.
TiVo is reporting that ads aired during the first half of the game got more attention than those that could be seen towards the end. The DVR maker tracked the most engaging ads and game moments throughout the Super Bowl by comparing their viewership with the surrounding 15 minutes of programming. The result: People actually did care more about the game than about the ads. Nevertheless, here’s the list of the 10 most-engaging ads, as ranked by TiVo:
1. Doritos “House Rules”
2. Snickers “You’re Not You When You’re Hungry”
3. Focus on the Family “The Tebows Celebrate Family, Celebrate Life”
4. Doritos “Underdog”
5. 2010 Intel Core Processors “Jeoffrey the Robot Gets Hurt”
6. E*Trade Financial “Baby Love Triangle”
7. Bud Light “Observatory”
8. CareerBuilder “Casual Fridays”
9. TruTV’s NFL Full Contact “Punxsutawney Polamalu”
10. Hyundai Sonata “Brett Favre MVP and Still Playing at 50″
We will update this post with Super Bowl-relevant statistics throughout the day. In the mean time, check out the rest of NewTeeVee’s Super Bowl coverage:
Related content on GigaOm Pro: Connected Consumer Winners and Losers of 2009 (subscription required)