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Kforce celebrates Super Bowl victory

Visits to the Tampa company's Web site spiked 2,600 percent after four commercials ran Sunday.

Kforce.com's Internet traffic jumped 2,600 percent after the Tampa staffing company ran four Super Bowl commercials Sunday, according to a New York consulting firm that attempts to measure traffic on the Web.

Before the ads ran, the Kforce.com site was averaging a relatively tiny 4,000 visitors a day. Sunday and Monday, the average daily traffic rose to 108,000, according to the ratings by Media Metrix. Although the huge percentage increase in large part reflected the new site's modest starting point, Kforce.com officials touted it as proof that their ads worked.

Done much like television ratings, Media Metrix's survey of dot-com Super Bowl advertisers was extrapolated from the patterns of a panel of 50,000 Web users.

Kforce.com is the new name of what was previously Romac International Inc., which is moving the bulk of its job-search services to the Internet. The company spent an estimated $4.5-million Sunday to try to differentiate itself from Monster.com and Hotjobs.com, Internet bulletin board sites that don't offer users the resources of a traditional staffing company.

In the Media Metrix survey, Monster.com's traffic rose only 5 percent while Hotjobs.com's traffic jumped 240 percent. The Monster.com ads, based on a Robert Frost poem, were panned by many critics and viewers.

Kforce.com's ad, which included thinly veiled digs at its competitors, fared better in online reviews than in the print media. Polls on the Yahoo and usatoday.com sites listed Kforce.com's ad among the 10 best on Super Bowl Sunday, even though the ad didn't fare very well in USA Today's widely watched Ad Scan survey.

TEXT FOR SUPER BOWL WEB RATINGS CHART UNAVAILABLE ELECTRONICALLY. PLEASE SEE MICROFILM.

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