When Brazil plays its World Cup games, available ad inventory in the country plummets 37%, according to ad-tech company Triggit, which serves nearly 2 million ads in the country each hour.
There are, of course, many websites without ads, so this is just a rough indicator. But it's a strong signal that far less web surfing occurs as the games get played.
"Normal ad data is pretty esoteric stuff and it's neat to see the real world playing out in our numbers," said Triggit CEO Zach Coelius.
When the games end, available ad inventory spikes to an average of over 27% above normal in the next two hours, meaning the country jumps back on the net in a hurry."