Super Bowl Highlights Importance of Digital Performance
February 05, 2016

Ann Ruckstuhl
SOASTA

Share this

As the Super Bowl approaches, an equally epic game is taking place in cyberspace. The Super Bowl is the "moment of truth" for the NFL, sports media, advertisers, restaurants (especially pizza joints), food delivery services and gambling sites. They have to be ready in order to capitalize on unpredictably "spiky" traffic and the transactions before, during and, for some, after the game.

To better evaluate the impact of the Super Bowl on ecommerce and website traffic, SOASTA conducted a survey that examined the online and mobile habits and preferences of Americans watching this year's big game. We commissioned the study to raise awareness around the peak traffic and high transaction rates expected during the U.S.'s most watched sporting event of the year. According to the new research, nearly half (48%) of Americans say that online performance during the Super Bowl matters to them.


At the same time, we released new Consumer Performance Index (CPI) data from a separate study to estimate the performance of popular websites tied to the Super Bowl, benchmarking website user engagement against top-performing sites monitored by SOASTA and condensing it into a single score.

Online Performance is Just as Important as In-Game Performance

SOASTA's Super Bowl survey revealed that Americans are just as demanding when it comes to online performance as they are of performance on the field. For almost half of Americans watching the game, their game-watching experience will be heavily influenced by online performance.

Our Super Bowl study also showed that Americans will be using their smartphones and electronic devices to multi-task while watching the game. Nearly 1 in 3 (32%) of Americans who are planning to watch the Super Bowl this year said they plan to use social media on websites or apps.

In addition, 21% plan to use sports sites or apps; 19% will use news sites or apps; 17% will use food delivery sites or apps; and 14% will use game sites or apps – suggesting that digital performance will be critical during the Super Bowl.

In fact, 46% of Americans say that a poorly performing website or app is worse than watching their favorite football team perform poorly during the Super Bowl. Of those with a favorite football team, that number jumps to 66%. Nearly one-third (32%) of Americans with a favorite football team say a poorly performing website or app is worse than watching their favorite football team perform poorly when they are trying to watch a live stream of the game and it won't work.

Evaluating Performers and Pizza

SOASTA's CPI is a metric that measures how website performance impacts consumer engagement, evaluating speed and user reaction via bounce rate to provide a single effectiveness score. Using CPI estimates, SOASTA determined that among the three Super Bowl halftime performers, Beyonce comes in last place, with a score of 64. Coldplay has the highest score at 81, and Bruno Mars is second at 76.

Additionally, SOASTA identified the top performing websites popular with Americans on Super Bowl Sunday. Domino's tops the pizza company category when it comes to website performance – scoring higher than Pizza Hut, Papa John's and Little Caesars with a score of 86.

The Importance of Digital Performance Management

Digital has fundamentally transformed how we live, work and shop. Storefronts are now open 24 hours a day, and consumers are mobile, social and hyper-connected, with high expectations for their digital user experience. With an estimated $10 trillion of digital economy at stake, online performance has never mattered more than it does today to digital businesses. Performance is particularly important during events such as the Super Bowl, where digital performance can make or break a brand.

A Digital Performance Management (DPM) platform does more than just measure and analyze digital performance. It actually enables continuous measurement and improvement of digital performance. We often see a spike in digital use before, during and after big events like the Super Bowl, and it's important for businesses to be prepared to make it a positive Super Bowl experience, whether or not their customers' favorite team wins.

Winning the game of digital performance has fundamentally changed in this new era of Internet transparency, extreme velocity, and unforgiving user impatience. With billions of dollars of online economy at stake and competition just a click away, brands no longer have the luxury of minutes, much less hours or days, to detect, analyze and correct performance-related problems such as a slow or unresponsive website.

Today's digital winners continuously measure, test and optimize their websites, mobile apps and the IT infrastructures that support them based on real user experiences as they occur. For many brands, the Super Bowl is the ultimate test of digital supremacy.

Ann Ruckstuhl is CMO of SOASTA.

Share this

The Latest

August 08, 2022

Hybrid and remote work environments have been growing significantly in the past few years. As individuals move away from traditional office settings in today's new remote and hybrid environments, many operational issues such as poor visibility into asset status and refreshes, unaccounted assets, and overspending on software are becoming a bigger challenge for IT departments ...

August 05, 2022

MLOps or Machine Learning Operations are a combination of best processes and practices that businesses use to run AI successfully ... While it is a relatively new field, MLOps is a collective effort that captured the interest of data scientists, DevOps engineers, AI enthusiasts, and IT ...

August 04, 2022

The data is in: enterprises are not happy with their managed service providers (MSPs) and cloud service providers (CSPs). According to the latest CloudBolt Industry Insights report, Filling the Gap: Service Providers' Increasingly Important Role in Multi-Cloud Success, 80% are so unsatisfied with their existing MSP and/or CSP, they are actively looking to replace them within 12 months ...

August 03, 2022

The last two years have accelerated massive changes in how we work, do business, and engage with customers. According to Pega research, nearly three out of four employees (71%) feel their job complexity continues to rise as customer demands increase, and employees at all levels feel overloaded with information, systems, and processes that make it difficult to adapt to these new challenges and meet their customers' growing needs ...

August 02, 2022

Investing in employees will always be smart business. And right now, investing in employees means giving people the resources — and ability — to optimize performance ... For pretty much every company, that means delivering the digital tools necessary to facilitate seamless, secure, user-friendly access and connectivity ...

August 01, 2022

Digital transformation can be the difference between becoming the next Netflix and becoming the next Blockbuster Video. With corporate survival on the line, "digital transformation" is no longer merely an impressive buzzword to throw around in boardrooms. It's the ticket for entry into the digital era, a fundamental business strategy for every modern company ...

July 29, 2022

IT infrastructure has rapidly evolved over the last decade, and as a result important specialized tools have been developed and an entire dedicated industry has grown up to serve the need for monitoring these IT systems and services in order to keep them operational and efficient ...

July 28, 2022

At Cisco AppDynamics, we recently conducted research exploring consumer attitudes and behaviors in relation to wearable technology ... In our study, 87% of global consumers claimed that trust is a critical factor when choosing a wearable medical device or application brand. And, 86% expect companies offering wearable technology and applications to demonstrate a higher standard of protection for their personal data than any other technology they use ...

July 27, 2022

You've been here before: waiting for a web page to load. You keep refreshing it, but still no luck. How many times will you try to reload the page before visiting a different site? Probably not too many. Brands today have just a few moments at most to captivate and delight potential customers ...

July 26, 2022

In the DevOps world, observability is trumpeted and lauded in many corners. However, in reading much of the coverage, there seemed to be some more fundamental issues at play. It's time to demystify the idea of observability, shedding light on what it means in a broader context. And once we break down the concept and its true value to an organization, let's answer a more important question: Are we approaching an observability tipping point? ...