Big Spending Planned for Big Game
The Packers versus the Steelers. Two great franchises in
the history of the Nation Football League are preparing to battle for the Lombardi
Trophy. At the same time, consumers are getting ready to eat, drink and have
According to a new survey by the Retail Advertising and Marketing Association
(RAMA), conducted by BIGresearch, the average consumer is expected to spend
$59.33 on items related to the Super Bowl this year, up from $52.63 in 2010.
Total spending for the big game is projected to hit $10.1 billion.
171 million people are expected to watch the game this year with 15 percent
of those planning on throwing their own party.
"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."
According to the RAMA report, 4.5
million people are planning on buying a new television to watch the game. That’s
up from 3.6 million last year and 2.7 million in 2009.
retailers aren’t the only ones with reasons to be excited about Super Bowl
Sunday. Other items on consumer shopping lists include groceries, team apparel/accessories,
decorations, furniture and entertainment centers.
While 47 percent say the game
is most important, large numbers of consumers watch the Super Bowl broadcast
for other reasons. Nearly 26 percent are interested in the commercials, nearly
20 percent cite the opportunity to hang with friends and nearly 8 percent want
to rock out, wardrobe malfunctions aside, during the halftime show.
On the commercials,
nearly three-quarters of consumers see Super Bowl spots as entertainment. Of
course, 17 percent say advertisers should skip the commercials and apply the
money spent on TV spots to reduce the cost of goods. More than 17 percent say
Super Bowl commercials make them aware of brands and nearly eight percent say
they are influenced to purchase a product based on the ads they see during
Young adults, 18-24, are the most likely to be influenced by Super
Bowl spots at 15.4 percent. The least likely to be influenced are 55-64 year-olds.
- Super Bowl Equals Party Time, According to RAMA Survey – Retail Advertising
and Marketing Association/National Retail Federation
Discussion Questions: Do projections for spending around the Super Bowl make you optimistic that the improvement seen during the holiday sales season is continuing? What are your thoughts on the relative importance and return on investment for brands advertising during the Super Bowl broadcast?