Super Bowl XLVII may set viewer and spending records, data finds
By Jay Keller
Consumers are in the mood to celebrate Super Bowl XLVII with at least 179 million people expected to watch the Baltimore Ravens take on the San Francisco 49ers, according to figures released on Monday by the National Retail Federation.
A recent survey by the Retail Advertising and Marketing Association (PDF) found that 7 million more people will watch Sunday’s game, a figure that would rank Super Bowl XLVII as the most-watched Super Bowl in the nine years of polling consumers.
This spells good news for retailers as the survey conducted by BIGinsight estimated spending will reach at least $12 billion during a period where retailers typically see slower online and foot traffic during January and February.
The monthly consumer survey, conducted Jan. 2-9, was taken during early playoff rounds and found that 75 percent of respondents plan to watch the big game.
Of those planning to watch Super Bowl XLVII, 45 percent consider the game to be the most important aspect of the experience. The commercials (26.2%), getting together with friends (18.8%) and the half-time show (9.6%) were other reasons for watching, according to the survey.
Over 50 percent of respondents do not plan to host a Super Bowl party but a quarter of respondents plan to attend a party. Only 16 percent of the men and women surveyed plan to host a party and less than five percent plan to watch the matchup in a bar or restaurant.
Additionally, consumers plan to spend on average $82 on Super Bowl Sunday in 2013, about $10 more than five years ago.
The survey found a consistent rise year over year in the number of people expecting to throw a party, up from 12.8 percent in 2007.
Food and beverage items top the list of planned purchases but the survey shows a consistant rise in people buying household items like TVs and furniture.
Team apparel purchases are also expected to rise this year with an estimated 17 million fans planning to buy new gear, the survey found.
Consumers still have a lot to say about Super Bowl commercials: The majority of respondents say they view these advertisements as entertainment and part of the experience or encourage brand awareness.
Others say that advertisers should save money in an effort to pass the savings along to consumers or say the ads make the game too long or interrupt the game flow.
“As one of the biggest weekends of the year for sports fanatics, we expect to see a variety of promotions in the coming days surrounding appetizers and drinks at restaurants, football décor, athletic apparel and of course, new TVs,” said NRF Senior Vice President Bill Thorne in a media briefing.