Scottsdale, Arizona-based GoDaddy, the domain name registrar, claimed a win with its Super Bowl ad over the weekend, saying that it saw a "huge uptick" in domain registrations due to its Super Bowl commercial. The firm said it saw a fourth quarter Internet traffic spike due to the spot, which was a promotion for its new .CO domain registration services. GoDaddy named comedienne Joan Rivers as the spokesperson for the new .CO domain name.