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12% of Viewers Keep One Eye on the Super Bowl, One Eye on the Web
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12% of Viewers Keep One Eye on the Super Bowl, One Eye on the Web

Nielsen found that many Super Bowl viewers like to keep one eye on their computer screens during the game. A study of simultaneous TV and Internet usage found that 12% of Super Bowl viewers last year also spent time on the web, at an average of 24 minutes per user.

Nielsen found that simultaneous users were most engaged in general interest, e-mail, and online social networks. Sports sites, which might be more directly associated with the game itself, were visited by 18% of simultaneous users.

TOP WEBSITE CATEGORIES VISITED BY SUPER BOWL VIEWERS

(2/1/09, 6pm to 11pm ET)

RANK Category % of Simultaneous Users Simultaneous Mins. Per User
1 General Interest Portals & Communities** 54.20% 2.2
2 Search 35.90% 2.5
3 Member Communities 32.70% 16.1
4 E-mail 30.10% 3.9
5 Current Events & Global News 18.30% 3.2
Source: The Nielsen Company

**“General Interest”is defined as portals & community sites – generally main network homepages – that appeal to a wide variety of web users and direct them to more specific subcategories and channels. Examples include Google.com, Yahoo.com, and AOL.com

NOTE: Data derived from small sample base sizes and not subject to scientific conclusions.

Almost a quarter of simultaneous users spent some time during the game on Facebook. Those users spent an average of 15 minutes on the site. Google and Yahoo! Mail were also popular destinations for Super Bowl viewers.

TOP WEBSITES VISITED BY SUPER BOWL VIEWERS
RANK Website % of Simultaneous Users Simultaneous Mins. Per Person
1 Facebook 23.50% 15.1
2 Google Search 21.60% 2.6
3 Yahoo! Mail 12.40% 3.6
4 MSN Homepage 11.80% 0.9
5 Yahoo! Homepage 11.80% 0.7
Source: The Nielsen Company