I think fans are more apathetic when we're in the middle of a mediocre season. If we're really good or really bad, traffic seems to be up. We have a portion of our fan base who doesn't come out of the woodwork until the firing discussion begins. Last I looked our traffic was a little down this month compared to last year, but up over two years ago.
Certainly, the coaching searches draw the most traffic. Kiffin leaving in the middle of the night also pretty much melted our servers at the time.