No matter what teams are playing, every Super Bowl party needs to have good snacks to eat while watching the game. Last week as football (and ad) fans got their planning underway, search clicks on a portfolio of search terms for Super Bowl recipes increased 239%, as compared to the previous week. The ratio of paid clicks also increased along with demand to represent 24% of the total.

The top websites to receive traffic from Super Bowl recipe related terms last week were CooksRecipes.com, McCormick and Taste of Home. Among the top ten, only McCormick and Kraft Foods USA, employed paid search tactics and in this case, paid search was responsible for the majority of their search traffic when competing against recipe websites.