Examining Audiences’ Information-Seeking Behavior Surrounding the Super Bowl and Sex Trafficking: Insights From Google Trends Data

Sex trafficking is a prominent human rights issue that has been increasingly associated with the hosting of large-scale sport events. Despite insufficient evidence demonstrating a causal or correlative link, event stakeholders have implemented antitrafficking efforts in attempts to prevent and promote awareness of sex trafficking. Using Google Trends data to measure audiences’ information-seeking behavior online and Twitter data as a proxy for antitrafficking efforts on social media, we employed a difference-in-differences approach to estimate the change in online demand for sex-trafficking information among the residents of Miami-Dade, the host city of Super Bowl LIV (54). Findings highlight an increase in the online demand for sex-trafficking information in the host city during and after the event. This increased demand attributed to the Super Bowl may offer support for host communities utilizing sport events to promote awareness of pressing social issues.