Super Bowl drives sports-themed web searches

The New Orleans Saints attracted the most web search queries out of the two American football teams that battled it out in the weekend's Super Bowl match, according to Google.

Highlighting the important of sports marketing on the internet, the search engine revealed that the Saints beat the Indianapolis Colts in terms of search volume in the seven days leading up to the championship game.

"Users have been searching for information on the Saints at about twice the rate of searches for the Colts," commented Erin Piper on the Google Retail Blog.

Despite this, the top ten queries undertaken by web users in Indiana included references to the Colts and other terms relating to football.

The Saints ended up winning the match against the Colts to take their first ever Super Bowl title.

Google also aired its first major US TV ad during the game after chief executive if the search engine Eric Schmidt urged his followers on social networking site Twitter to keep an eye out for the spot in the third quarter.

"Someone said: 'hell has indeed frozen over'," he remarked in his tweet.

This news story was brought to you by Bluhalo - a leading UK digital agency