Super Bowl Spending
More Americans than ever plan to celebrate the Super Bowl this year – with total spending expected to reach $11 billion. According to a new Retail Advertising and Marketing Association survey, 173 million Americans plan on viewing the game, up from 171 million last year. The average game watcher is expected to shell out around $63 on related merchandise. Grocery, apparel, electronics, sporting goods and home furnishing stores can expect to see their share of Super Bowl-related spending as sports fans head out to buy food and beverages (71.3%), team apparel or accessories (8.6%), decorations (6.4%), and furniture or a new entertainment center (2.4%). Other findings:
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Of those planning to watch the game, nearly 63.6 million
(27.1%) are planning to attend a party, up from last year’s 61.2
million, and another 35.9 million (15.3%) plan to throw a party, up from
the 34.9 million who said they would host a party in 2011.
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Of those planning to watch the game, at least 5.1 million
(5.1%) will buy a new television specifically for the big day, compared
to 4.5 million last year.
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The Super Bowl isn’t just about football; 73% say they see the
commercials as entertainment; 16.9% say the commercials make them aware
of the advertisers’ brand; and another 8.4% say the commercials
influence them to buy products from advertisers – the highest percentage
reported in the survey’s history.
