Internet use in Brazil dropped when Brazil was playing World Cup games

"Soccer is religion in Brazil, some say. But don't take their word for it, just check the numbers.
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."

Source:  AdAge, 2nd July 2014