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FROM THE FRONTLINES :: STEVE SMITH
The Web Bowl
 Speaking of multitasking Super Sunday is one of the most intense multiscreen days of the year, as three-quarters of onliners say they will consult the Web to get stats and related stories. ComScore found that most people will go online before the game or afterwards rather than during the game itself. But the good news for non-sports content providers is that while 17% say that they are looking for game day information, 16% are going to Web sites of the big advertisers for the game and getting ideas for parties and food. And with a very big push by marketers and others like the Firebrand.com site to get viewers to review on-air ads online, 13% of users say they will go to the Web to see the Super Bowl ads again. STATS from Sunday's game: According to comScore, GoDaddy.com was the big Web winner from the game; traffic to its site spiked 1564% when its on-air ad ran. The ad asked people to come to the site to view an ad Fox had rejected from the telecast. Budweiser came second with a spike of 503%. Overall, however, Akamia, which services half the Super Bowl advertisers, said that the tensions of the game itself kept people away from the Web, and traffic overall was now as impressive as in previous years. More Steve Smith
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