A look at the online behavior of the Super Bowl's core audience of National Football League fans would likely provide insight into the audiences that advertisers and marketers target during the game, according to comScore Media Metrix (via iMedia Connection). comScore studied the online behavior of visitors to NFL Internet Group sites in December 2005. Not surprisingly, those visitors were 162 percent more likely than the average web user to visit sports sites, and 128 percent more likely to visit retail/sports/outdoor sites.

They are 93 percent more likely to visit ticket sites and 72 percent more likely to visit online gambling sites. They also visit sites in categories of media in which sports play a major role, such as radio sites (67 percent more likely than average internet users) and gaming information sites (64 percent more likely).

Visitors to NFL Internet Group sites were also more likely to visit politics sites (87 percent more likely), humor (77 percent), entertainment/news (72 percent), and automotive/manufacturer (64 percent).