Football fans have had the date circled for months now, and with Super Bowl Sunday fast approaching, more people than ever will celebrate the big game. According to a new survey by the Retail Advertising and Marketing Association, conducted by BIGresearch, the average consumer is expected to spend $59.33 on game-related merchandise, apparel and snacks, up from $52.63 last year. Total Super Bowl spending is expected to reach $10.1 billion.
Of the 171 million people who will watch the game, the most in the survey’s history, nearly 34.9 million (15.0%) are planning to throw their own party, up from last year’s 31.6 million, and another 61.2 million (26.3%) plan to attend a party, also up from the 58.8 million who said they would go to a party in 2010.
“Getting friends and family together for a party is a great way to watch the Super Bowl, and with all of the planning and preparation that goes into throwing a good party, retailers have cause for celebration too,” said Mike Gatti, Executive Director, RAMA. “Consumers hoping to wow their friends and family with a new HDTV should act fast as this is one of the most popular times of the year to buy new televisions.”
Further good news for retailers is that of those who plan on watching the game, at least 4.5 million (4.5%) will take advantage of retailers’ promotions and buy a new television, compared to the 3.6 million who said they would last year, and the 2.7 million who said they would in 2009.
Grocery, apparel, electronic, 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 (69.5%), team apparel or accessories (7.3%), decorations (6.0%), and furniture or a new entertainment center (2.0%).
Of the millions of people planning to tune in on February 6, nearly half (47.0%) say the game itself is the most important part. Over one-quarter (25.8%) watch for the commercials, 19.5% enjoy getting together with friends, and 7.7% say the half time performances are most important.
“With millions of people getting together to watch the game every year, advertisers plan and prepare meticulously for this annual opportunity to reach and engage viewers with bolder and more effective ways,” said Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch. “With over a quarter of viewers saying the commercials are the most important part, it’s clear the Super Bowl isn’t just about football.”
As for the entire game-watching experience, nearly three-quarters (74.9%) of viewers say they see the commercials as entertainment. Some viewers aren’t as keen though, with 17.0% saying advertisers should save their money and pass along savings to shoppers and 9.5% saying it makes the game last too long.
The survey found 17.4% admit the commercials make them aware of the advertisers’ brand. Another 7.7% say the commercials influence them to buy products from advertisers.
The survey also found that young adults are more likely to be influenced by commercials, with 15.4% of 18–24 year-old viewers agreeing that the commercials influence them to buy products from the advertisers. Among other age groups, the numbers drop, with 11.0% of 25–34 year-olds, 7.3% of 35–44 year-olds, 5.7% of 45–54 year-olds and a 5.5% of 55–64 year-olds saying they are influenced by the ads.[Source: "2011 Super Bowl Consumer Intentions and Actions Survey." BIGresearch/The Retail Advertising and Marketing Association. 25 Jan. 2011. Web. 26 Jan. 2011.]