Instead of going to the homepages for advertisers to re-watch the Super Bowl commercials, viewers went to aggregator sites such as YouTube, reports AdAge.

Despite being some of the most popular videos on the internet in the days after the game, Super Bowl commercials were re-watched on sites other than those of the advertisers that created them. iFilm, YouTube, Metacafe and other aggregation sites were the sites preferred by viewers.

Traffic to the sites of the major advertisers rose only slightly or remained flat following the game. The inability of marketers to attract viewers to branded sites means they were not able to further control the message but also were unable to get demographic data on the visitors that could be used elsewhere in the marketing plan.

The lack of visitors was in part due to search-marketing keyword buys that weren't effective and the lack of call to action to visit the websites in the commercials themselves.