Washington—Americans more than ever plan to watch this year’s Super Bowl 50 championship on Feb. 7. And while the cliché is that it’s a bunch of beer-guzzling guys sitting around in some mancave partying to the game, that isn’t true.
According to NRF’s Super Bowl Spending Survey conducted by Prosper Insights and Analytics, 21.4% of women say they plan to watch the Denver Broncos vs. Carolina Panthers battle it out. Besides the actual game, 20.6% of women say they tune in to see the famous commercials that debut during the game. Moreover, women are just as likely to organize a Super Bowl get-togther (13.5%). And to show their spirit, 11% of women say they plan to purchase fan apparel and accessories, spending up to an average of nearly $80.
NRF found viewers and partygoers will spend an average of $82.19 on food, décor, team apparel and more, up from $77.88 last year and the highest in the survey’s history. Total spending is expected to top $15.5 billion.* An estimated total of 188.9 million fans plan to follow the game.
“Two great teams going head-to-head and a historic game celebrating the 50th Super Bowl could make this one of the most-celebrated football games we’ve seen in some time,” said NRF President/CEO Matthew Shay. “We expect retailers will be aggressive with promotions on food and decorations as well as athletic wear and electronics in the coming days as they look to entice those planning to watch the Super Bowl.”
Nearly eight in 10 (78.6%) Americans say they view the commercials during the Super Bowl as entertainment, while 17.5% say they make them aware of advertisers’ brands, and 10.3% said they influence them to buy products from the advertisers.
“The Super Bowl has become much more than something only football fans dream about for the entirety of the season,” said Prosper’s Principal Analyst Pam Goodfellow. “The growth in celebrations this year could be a result of increased interest among individuals who use sites like Twitter and Pinterest to bring out their creative skills when it comes to DIY party projects and even making festive game-day fare. Super Bowl Sunday is now more than just a game, it’s an experience for all.”
- 12.9% of 18-24 year olds say the halftime show is the most important part of Super Bowl Sunday for them, the highest of any age group, while one in five (20.4%) of 45-54 year olds say the commercials are the most important part of the day, similar to the 20.2% of 35-44 year olds who say so;
- 47.9% of 18-24 year olds are planning to attend a Super Bowl party – significantly higher than the next highest age group – 38.7% of 25-34 year olds;
- Three in 10 (29.9%) of 25-34 year olds will host a party, more than any other age group.
About the Survey
The NRF’s 2016 Super Bowl spending survey was designed to gauge consumer behavior and shopping trends related to the Super Bowl. The survey was conducted for NRF by Prosper Insights & Analytics. The poll of 7,293 consumers was conducted from January 5-12 and has a margin of error of plus or minus 1.2 percentage points. www.nrf.com