mLife's Super PayoffmLife's Super Payoff

It looks like only AT&T's mLife wireless service got the kind of super jolt that Super Bowl dot-com advertisers have come to expect. MLife.com registered its first 34,000 unique visitors the Saturday before the big game and spiked to 681,000 unique visitors on Super Bowl Sunday, according to Jupiter Media Metrix.

Other sites spending big for game ads-E-Trade, HotJobs, Monster.com, and Schwab.com-weren't so fortunate. Traffic stayed steady or even decreased.

Monster, which became a household name after it debuted in Super Bowl ads three years ago, went from 652,000 hits on Feb. 2 to 473,000 on game day.

Companies look for long-term benefits from Super Bowl exposure, but only time will tell whether mLife's jump start will pay off.