Cloudflare's analysis of the recent Super Bowl's web traffic trends has revealed significant increases for companies that advertised during the game. Key stats show TurboTax experienced a traffic increase of 24,875%, while Poppit saw a 7,329% spike, and e.l.f Cosmetics experienced an 8,118% increase. Other ads also saw traffic spikes greater than 1,000% above baseline.

Cloudflare's Radar team analysed traffic trends and advertising tactics during the game, providing insights into viewer behaviours and advertising effectiveness. Super Bowl ads generally no longer include URLs, but viewers can still easily find the associated websites. In-game events had a mixed impact on traffic across domains associated with multiple types of apps, as well as traffic for the websites.

Over 100 ads were shown throughout Super Bowl LVIII, but only about one-third of them contained URLs. Some ads contained QR codes, and a few suggested downloading an app from Apple or Google's app stores. The lone AI ad during the game was for Microsoft Copilot, which the company is positioning as an 'everyday AI companion'.

Cloudflare tracked DNS request traffic to their 1.1.1.1 resolver in United States data centres for domains associated with the advertised products or brands. Traffic growth is plotted against a baseline calculated as the mean request volume for the associated domains between 12:00-15:00 EST on Super Bowl Sunday. Traffic for domains associated with several groups of sites, including food delivery, messaging, social media, and sports betting were also analysed to see how events that occurred during the game impacted traffic.