The retargeting ad tech firm looked at a large number of U.S. online retailers’ clicks and sales on desktop and on mobile devices on Super Bowl Sunday, February 1st, 2015, to see what kind of impact the game had on their ad campaigns.
Overall, compared to a typical Sunday, retailers saw strong click activity throughout the day. But once kick-off neared, consumers tuned in and retailers experienced a huge drop off in clicks. Activity increased throughout the evening, as is typical, but remained far below average Sunday levels until after the game ended.
The click declines came primarily from desktops (more on that below).
Sporting enthusiasts and fans were very active in the hours leading up to the game. There were 49 percent more conversions on Super Bowl Sunday tha…