Exploring the Impact of

the Super Bowl on Sex

Trafficking 2015

The McCain Institute is again proud to

support the second year of research
surrounding sex trafficking and large
events. Patterns and trends from three
cities gives us greater knowledge about
how traffickers are operating, how victims
are being moved and gives us all more
information to fight sex trafficking each
and every day.

Research shows that the

problem of sex trafficking
has grown significantly in
the past year, in both the
host cities of the 2014 and
2015 Super Bowls. In order
to combat the problem, we
must shift the way we think and
feel about prostitution and sex
trafficking to recognize that they
are not two different problems.
Prostitution is a high risk behavior
for both the seller and the buyer,
and no effort can make a difference
without targeting the root cause of
the problem the exorbitantly high
number of buyers looking to purchase
sex online, with relatively little to no
risk of being detected. Traffickers will
continue to exploit girls and women as
long as there is lots of money to be made.
Dr. Dominique Roe-Sepowitz

- Cindy H. McCain
Co-chair, Arizona Human Trafficking
Council; Human Trafficking Advisory
Council, The McCain Institute for
International Leadership at ASU

AUTHORS:
Dominique Roe-Sepowitz, MSW, Ph.D
Associate Professor, Arizona State University
Director, Office of Sex Trafficking Intervention Research (STIR)
James Gallagher, MAdmin
Associate Director of Research, STIR
Angelyn Bayless, Director of Communications, STIR
Kristen Bracy, Associate Director of Research Implementation, STIR
Lindsey Cantelme, Project Coordinator, STIR
Lauren Allbee, Super Bowl, Project Manager, STIR

Exploring the
Impact of the
Super Bowl on
Sex Trafficking
2015
February, 2015

CONTRIBUTERS
Jonathan Larkin, Analyst, Praescient Analytics
Adam Reese, Engineer, Praescient Analytics
STUDENT RESEARCH TEAM:
Marisa Aguirre
Melissa Brockie
Jennifer Cunningham
Chaelee Chavez
Aarika Davila
Lisa Leary
Laura Massengale
Karina McCluskey
Sarah Kate McGlynn-Moore
Sierra Morris
Ryan Norton
Tiana Ward

This project was made possible

by a grant from The McCain
Institute for International
Leadership at ASU

INTRODUCTION:
The purpose of this study was to develop new knowledge about the true impact of the Super Bowl on sex trafficking
by exploring ad volume, trends and movement of ads along with the scope and volume of demand associated with
the event. In years past, media reports have speculated that the Super Bowl was the most prominent national event
where sex trafficking occurs, yet researchers have yet to substantiate these statements.
While there continues to be no empirical evidence that the Super Bowl actually caused an increase in sex trafficking
compared to other days and events throughout the year, we found that there was an increase in activity and alerts
received from groups working to identify victims. Awareness efforts leading up to the Super Bowl included numerous
news stories about sex trafficking as well as training for hotels, airport staff, and other tourism focused groups.
Elected officials joined survivors, activists and student group to increase the overall public knowledge about the
issue of sex trafficking, with media coverage in print, television, radio and billboards across the Greater Phoenix
Metropolitan Area.
Building upon previous Arizona State University research on the online commercial sex market, the authors sought
to quantify the net effect of the Super Bowl on local, regional and national sex trafficking in an empirical fashion
using source data from a leading Internet based adult services website and data collected on potential sex buyers.
This study is phase two of a two-year study, that was initiated at the same time in 2014, with the goal of comparing
ad and content and demand volume in the 2015 Super Bowl host city with the 2014 previous host city, and in the city
that will host the next Super Bowl in 2016.
Both the 2014 and 2015 studies included two components which helped to draw a picture of the commercial sex
buying/selling market. The first part provided a baseline measurement of regional sex trafficking trends in Northern
New Jersey/ New York and Phoenix, Arizona by measuring ad volume for the average number of ads posted for the
ten days prior to and including Super Bowl Sunday as well as using a validated tool to flag high risk trafficking ads.
In the second part, researchers explored demand for commercial sex by placing decoy sex ads online and measuring
the response.

2015 RESEARCH FINDINGS SUMMARY:

Findings from data collected around the 2014 and 2015 resulted in a number of surprising results. Overall the sex selling
and sex buying markets significantly increased in both North Jersey and Phoenix when the two years were compared. The
overall increase in sex buyer volume and the number of sex selling ads indicates that
public awareness and concern about sex trafficking and increased law enforcement
attention on the crime has yet to reduce the overall demand for commercial sex or
supply of sellers.
The sex market in both North Jersey and Phoenix appear to have grown
substantially in the past year. The daily number of sex selling ads posted on
Backpage.com in North Jersey increased by 57.6% and in Phoenix there was a
30.3% increase.
Sex buyer volume also has grown considerably with an increase in the volume
of buyers contacting the two posted sex ads increasing by nearly 40% in North
Jersey and by 22% in Phoenix, Arizona.
Researchers flagged a significant 65% in Phoenix portion of the ads as possible
victims of sex trafficking. Of the suspected trafficking victims, the victims were
more likely to be from a non-local area code, pointing to victim movement from
another location.
In Phoenix, 60% of the online sex ads had area codes from cities outside of the
Phoenix Metropolitan area and over 70% of the buyers were from Phoenix local
area codes.
In Phoenix, Arizona, there was an average of 113 contacts per day with 73.3%
from local area codes. In Northern New Jersey/New York, an average of 219
callers contacted the ads with 45% being from local area codes.

Im here from Seattle

and after the loss need
a little cheering up

R U up for hanging out

with me for a gfe hour?

Here to start
ur superbowl
weekend off right

PART 1: AD VOLUME
For this study, online sex ads posted on Backpage.com escorts section were screened using the Sex Trafficking Matrix both
manually and using a computer screening algorithm for ten days leading up to Super Bowl Sunday, 2015. The ads reviewed
included those in Phoenix and geographic areas closest to the football stadium in New Jersey for Super Bowl 2014 and
in San Jose and San Francisco, the region where the 2016 Super Bowl will take place. The ads were compared against a
baseline of activity from 2014.
The Sex Trafficking matrix was developed to provide a tool for law enforcement to use as a filter or decision assistor when
looking at online sex ads and requires the analysis of text and photographs/art in the ads. The matrix was created to detect
high-risk sex trafficking ads and has additional questions pertaining specifically to minors. The Sex Trafficking matrix requires the user to explore both the language of the ad and the content of the photos and other information collected from
the ads including phone number, art, and ad placement time.

AD VOLUME CHANGES FROM 2014 TO 2015

Phoenix
The number of ads posted on Phoenix Backpage.com adult entertainment escorts section increased
30.3% from 2014 to 2015.
350
300
250
200
150

2014

100

2015

50

un
da
y

31
/1
5

15
0/

Bo
w

lS

1/

1/
3

ay
Su

pe
r

15
9/
id
ay

1/
2
Fr

Sa
tu
rd

Th

ur
s

da
y

1/
28
/

15

15

ed
ne
s

ay
es
d

da
y

1/

27
/

15
26
/
1/
Tu

on
da
y

1/
25
/1
5
M

4/
1/
2

Su
nd
a

ay
tu
rd

Sa

Fr

id
ay

1/
23
/

15

15

North Jersey/ New York

The number of ads posted on North Jersey Backpage.com, adult entertainment escorts site
increased 57.6% from 2014 to 2015.
1200
1000
800
600
2014

400

2015

y
rd
a

Sa
tu

Fr

id
a

1/

23

/1
5

1/
24
Su
/1
nd
5
ay
1/
25
M
on
/1
5
da
y
1/
Tu
26
es
/1
da
5
W
y
1/
ed
27
ne
/1
sd
5
ay
1
Th
/2
ur
8/
sd
15
ay
1/
29
Fr
/1
id
5
ay
1/
Sa
30
tu
/1
rd
5
ay
Su
1/
pe
31
rB
/1
ow
5
lS
un
da
y

200

Average daily Ad Volume 2014 and 2015

1000

825

800
600
400
200
0

350
191

2014

Phoenix
274

2015

North Jersey/NY

San Jose/San Francisco Ad Volume

Marketing trends:
Super Bowl specific marketing language
was included in many of the ads screened
during the ten days leading up to the
Super Bowl. Researchers have noticed
that ads placed use creative text and
wording to attract potential customers
attention.

San Jose Ad Count 2015

400
350
300
250
200
150

Ads

100

2-Feb

1-Feb

31-Jan

30-Jan

29-Jan

28-Jan

27-Jan

26-Jan

25-Jan

24-Jan

23-Jan

22-Jan

50

San Francisco
300
250
200
150
Ads

100

2-Feb

1-Feb

31-Jan

30-Jan

29-Jan

28-Jan

27-Jan

26-Jan

25-Jan

24-Jan

23-Jan

22-Jan

50

Super bowl specific language was also

noted in ads screened from the non-host
cities.
Super Bowl special
Super Bowl sweetheart
Super Bowl Sunday a night you wont
forget
3down Touchdown juicy booty outcalls
Overtime call for postgame deals
Sexy upscale vip superbowl companion
Touchdown on this petite Latin treat lets
play
Its 4th and goal score with a young hottie
eager to please
Location near super bowl central were
here 24/7 until kick off
Hut hut its getting close to super bowl so
lets huddle up for a good stress reliever
Come play with the right team no
competition
Come score a touchdown
Its super bowl weekend and im ready to
party
Here to start ur superbowl weekend off
right
Its superbowl weekend come tackle if you
dare touchdown
Hello my name is unique Im new to Arizona
Im here for super bowl weekend
Let us be your super bowl

Seller

In the chart to the right, high

risk ads scored with six or
more indicators of possible
trafficking.

NORTH JERSEY
Seller

55%

Percentage of
ads identified
as prostitution

42.9% of that

local

48.7%
743

1.8%
(4)

high probability of sex trafficking

Buyer

MANHATTAN, NY

Percentage of
ads identified
as prostitution

38.8%

26.5% of that

out of state

43.2%
237

1.7%
(9)

high probability of sex trafficking

Seller

BROOKLYN, NY

Percentage of
ads identified
as prostitution

12.5%

63.5% of that

out of state

53.4%
158

2%
(6)

high probability of sex trafficking

Seller

STATEN ISLAND, NY
28.7%

Percentage of
ads identified
as prostitution

68.1%

of that

out of state

Seller

43.9%
50

1%
(1)

high probability of sex trafficking

SAN JOSE, CA
48.7%

84.5%

out of state

Seller

Percentage of
ads identified
as prostitution

69.9% of that

local

57.5%

out of state

57.2%
505

2.4%
(21)

high probability of sex trafficking

Buyer

SAN FRANCISCO
Seller

1.8%
(23)

high probability of sex trafficking

Buyer

out of state

POTENTIAL
MINORS

870

local

67.4%

65%

POTENTIAL
MINORS

The Sex Trafficking Matrix

tool assists in determining if
the person in the ad may be
in a sex trafficking situation.
The Sex Trafficking Matrix
tool compiles information
from the ad text and
information from the photos
to create a score that
indicates possible trafficking.
The scorer (researcher) is
then asked by the tool to
indicate if the ad may show a
person who is younger than
age 18 (possible minor).

of that

POTENTIAL
MINORS

2. Digital scrape and scan

using an algorithm with
the same matrix criteria
by Praescient Analytics.

95%

POTENTIAL
MINORS

out of state

Screening types
1. Manual scanning using
the Sex Trafficking Matrix
by trained research staff.

73.3%

POTENTIAL
MINORS

60.3%

Percentage of
ads identified
as prostitution

POTENTIAL
MINORS

Screening timeframe: noon

on January 18, 2015 to noon
on February 2, 2015.

PHOENIX, AZ

Percentage of
ads identified
as prostitution

83.3% of that

54.7%
575

POTENTIAL
MINORS

SCREENING OF
ADS RESULTS

1%
(11)

high probability of sex trafficking

NETWORKS AND LINKS

The analysts and engineers at Praescient Analytics searched for patterns and anomalies within thousands
of online sex ads on Backpage.com to identify victims and illicit trafficking networks. This year, Praescient
analysts found that 47% of the phone numbers associated with the ads posted in Phoenix and Tucson during
Super Bowl weekend had non-Arizona area codes. California area codes represented 18% of the total. Phone
numbers from 40 states and the District of Columbia were associated with at least one ad posted during
Super Bowl weekend. Analysts assess that the highly migratory phones linked to ads in different metro areas
may be evidence of organized criminal trafficking.

Thirteen percent of
the ads posted in
Tucson from January
23rd through February
8th were associated
with a phone number
that also posted ads in
Phoenix. Similar ratios
were
observed
at
other times of the year,
indicating an ongoing
overlap between the
two cities.

13%

PART 2 DEMAND:
Researchers posted decoy ads in each online sex ad market, northern New
Jersey and Phoenix and San Jose, twice a day for eleven days. Contacts
were initiated by potential customers to an online phone system which
was then analyzed by the research team. There was no contact between
the research team and the potential customers. Potential customers made
contact through a phone number on the ad and texted and left voice
messages. The decoy ads were typical online sex ads using similar language
as other ads.

Summary of Demand findings:

Phoenix
In Phoenix, two ads were placed, twice a day on the Phoenix Backpage.com
Adult Entertainment Escort section for fifteen days beginning on January
19, 2015 through February 2, 2015

BUYERS

73.3%
LOCALS

SELLERS

60.3%
OUT OF TOWN

1697 contacts were received for the two ads

over the 15 days.

Researchers placed

901 (53.1%) being unique contacts (only

counting the first contact)
Seventy-six potential sex buyers (8.4%)
contacted both of the ads in Phoenix,
Arizona.
An average of 113.1 contacts were received
each day for the two ads.
Potential
sex
buying
customers
used texts to contact the ads 51.5%
(n =874) of the time and voicemails 48.5%
(n =823) of the time.
The contacts for the Phoenix ads from
potential buyers were from 116 area
codes including the three local area
codes (480, 602, 623). The majority
of the contacts, 73.3%, were from the
three local area codes.

decoy ads

How
m
bareb uch for
a
to lat ck? I am a
ex
lle

rgic

Look
in
specia g for two
girl
l

Are
yo
stuff ? u into fet
ish
How
Look
m
ing to uch??
party
.

in each online
sex ad market

COMPARING DEMAND
IN 2014 AND 2015 IN
PHOENIX, ARIZONA
In 2014, the day with the largest
number of contacts from potential
buyers was the Sunday before the
Super Bowl 2014 with 144 contacts.
In 2015, the day with the largest
volume of contacts was the Monday
just before the Super Bowl 2015 and
the day after the 2015 Pro Bowl (also
held in Glendale, Arizona) with 169
contacts.
During the same eleven
days prior and including the Super
Bowl in 2014 compared to 2015, there
is a 22.1% increase in volume, 950
contacts in 2014 to 1160 contacts in
2015, suggesting an overall increase
in the buyer market in the Phoenix
Metropolitan area.

22.1%
increase
in volume

200
150
100
50
0

2015

Fr
Sa ida
tu y 1
rd /
Su ay 23/1
nd 1/2 5
M ay 4/1
1
o
5
Tu nda /25
W es y 1 /15
ed da /2
ne y 1 6/1
5
/
s
Th da 27/
ur y 1 15
sd /2
a 8
Fr y 1 /15
id /29
Sa ay
/1
Su tur 1/3 5
d
0
pe a
r B y 1 /15
ow /31
l S /15
un
da
y

Number of Contacts

Phoenix Demand Volume

2014 and 2015

2014

Language used in text messages mentioned drug use, pimp

recruitment and violence.
party favors

handsome and charming

pimp from Brooklyn

I got some blow if

you want to party

a real white gent

Summary of Demand
Findings:
North Jersey/New York

450
400
350
300
250
200
150
100
50
0

2014

1/
tu
23
rd
/1
5
Su ay
nd 1/2
4
M ay 1 /15
on
/2
d
5/
15
Tu ay
1
W esd /26
ed
a
/1
5
ne y 1
/
27
sd
a
/
Th
15
y
1
ur
sd /28
ay /1
1 5
Fr
id /29
/1
Sa ay
5
tu 1/3
Su rda 0/
15
y
pe
r B 1/3
ow 1/1
5
lS
un
da
y

2015

Sa

Fr
id

ay

Number of contacts

North Jersey Demand Volume

2014 and 2015

39.1%

Increase in
potential sex buyer
volume

1577 contacts were received for the

two ads over the 15 days 901 (53.1%).
A total of with 1214 (78.7%) being
unique contacts (only counting the
first contact).
Ninety-eight potential sex buyers
(8.1%) contacted both of the ads in
North Jersey.
An average of 219.9 contacts were
received each day for the two ads.
Potential sex buying customers
used texts to contact the ads 34.8%
(n =841) of the time and voicemails
65.2% (n =1577).

COMPARING DEMAND IN
2014 AND 2015
In 2014, the day with the largest number
of contacts from potential buyers was
the Monday before the Super Bowl 2014
with 140 contacts. In 2015, the day with
the largest volume of contacts was the
Tuesday before the Super Bowl 2015 with
402 contacts. During the same eleven
days prior and including the Super Bowl
in 2014 compared to 2015, there is a 39.1%
increase in volume, 1457 contacts in 2014
to 2419 contacts in 2015, suggesting a
significant overall increase in the buyer
market in the North Jersey/New York
Metropolitan area.

Summary of Demand
Findings:
San Jose, California
total of 850 contacts were received
for the two ads over the eleven days.
447 (52.5%) were unique contacts.
Twenty-nine (6.4%) of the unique
contacts from potential buyers
contacted both numbers.
An average of 77.3 contacts per day
were received for the two ads.
More than half, 57.6% (490) of the
contacts from potential customers
were voice mail with 42.4% being text
messages.

IMPLICATIONS, CHALLENGES AND

RECOMMENDATIONS:
This study demonstrated that the online market for illegal commercial sex has
grown substantially in the past year in both North Jersey and Phoenix, Arizona. A
number of things could have influenced this increase; the website myredbook.com
which displayed a high volume of free sex ads on the west coast and southwest of
the United States including Phoenix was closed by federal officials in June 2015, the
increase could be attributed to the numerous male-driven activities in the weeks
before the Super Bowl (auto auction, golf tournaments, the 2015 Pro Bowl), or simply
that the online sex market is on the rise. In North Jersey/New York, it is possible that
the law enforcement and community efforts at the time of the 2014 Super Bowl
impacted the online sex market but similar efforts of community awareness and
education, active engagement of law enforcement and media to the issue in Phoenix
did not have the same effect. It is more likely that the problem of online sex buying
and selling has grown dramatically.
The Super Bowl did not caused more sex trafficking, but rather this report supports
the notion that sex buying, sex selling and sex trafficking occur every day in Phoenix
and interventions to change attitudes and beliefs of sex buyers does not require a
national campaign but instead a targeted local effort as the majority of the offenders
are local residents. This trend was different in other cities, in Manhattan, Staten Island
and North Jersey, less than 40 % of the ads had area codes that were not local and in
Brooklyn, New York, only 12.5% of the ads were from area codes outside of the local
numbers while 55% of the sex buyers were from out of the local area code. In San
Francisco, California, nearly 60% of the ads were from out of local area codes with
57.5% of the buyers from and in San Jose, California, 48% were from out of local area
codes while only 16.5% of the sex buyers were from out of the local area codes.
Ads scraped during 2015 showed a decrease in the number of suspected minor
victims that were reported to the National Center for Missing and Exploited Children
in Phoenix, Arizona during the same time period last year. Law Enforcement efforts
to focus on arresting pimps and rescuing minor and adult victims in the weeks
and days leading up to the Super Bowl may have positively impacted the overall
number of minor victims involved. Local Arizona law enforcement agencies worked
with the FBI and US Customs and Border Protection as part of the Greater Phoenix
Area Human Trafficking Task Force to increase criminal arrests and victim recovery
prior to the event. The FBI reported that of the 27 juveniles recovered in the year
preceding the Super Bowl, 18 were found in the three weeks prior to the event.
In addition, the task force arrested 63 pimps and 350 Johns or commercial sex
buyers (FBI, February 18, 2015).
The study concludes that the sheer volume of illicit activity, as seen in the ads and
through the responses from potential sex buyers, continues to grow and continues
to overwhelm the capacity of law enforcement to respond in a way that would
discourage traffickers or lessen the problem. Sex trafficking is local, regional and
national in scope and comprised of loosely affiliated networks of suspects and
victims who travel to wherever large groups of people congregate, such as major
sporting events, or where there is limited law enforcement attention. The Super
Bowl itself does not create the condition in which sex trafficking flourishes, but rather
traffickers will bring their victims wherever there is demand and money is to be made.

RECOMMENDATIONS:
Dispel myths about prostitution
such as it is consensual or
by choice by showing that
over half of ads placed online
show indications of trafficking
situations, and that pimps openly
recruit new victims by contacting
online ads.
Dispel the myth that
prostitution is a victimless
crime, by showing that it
is dangerous and has the
potential to involve violence,
drug use and poses public
health concerns for both
buyers and sellers as victims
of sexual exploitation will be
forced to take higher risks.

Continue to invest in new

knowledge about the
national incidence rate
of sex trafficking and its
growth and networks
across the country.

Focus more attention

on the demand for
commercial sex, and test
new ways to dissuade
buyers.

Focus

Convince

4
Victims

3
Enforce

Dispel
the
myth

2
Invest
Enforce existing laws
about prostitution that
will deter buying and
selling of commercial
sex.

Convince local
and federal law
makers and law
enforcement to hold
buyers accountable
for driving the
demand for
commercial sex.

The Office of Sex Trafficking Intervention Research (STIR) is in the School of Social Work, within the College of Public
Service and Community Solutions at Arizona State University. The STIR office is staffed by academics, researchers,
students and law enforcement community partners. Research disseminated from the STIR office continues to significantly contribute to the knowledge base about sex trafficking by introducing innovative research and fostering unique
partnerships. The office also provides training and helps evaluate design services and interventions for prostituted
persons.

411 N. Central Avenue, Suite 800, Phoenix, AZ 85004-0689

Phone (602) 496-0093 | Fax (602) 496-0960 | Dominique.Roe@asu.edu