Washington—While “Deflategate”—allegations that the New England Patriots used deflated footballs during last weekend’s AFC championship games—may threaten to overshadow the Patriots’ Super Bowl matchup with the Seattle Seahawks, but so far consumers are hyped over the Sunday, February 1, matchup for Super Bowl XLIX.
So much so that they plan to spend even more on Super-Bowl related merchandise such as athleticwear. In a consumer survey conducted by Prosper Insights & Analytics for the National Retail Federation (NRF), average viewer spending will reach a survey high of $77.88, up from $68.27 last year, Total spending is expected to reach $14.3 billion.*
NRF Preside/CEO Matthew Shay said: “Retailers will take full advantage of the expected traffic from avid fans by making sure they have adequately invested in décor, party food and accessories and other Super Bowl-related inventory.”
TV Commercials ‘Important’
Of the 75.8% planning to watch the game, nearly eight in 10 (79.3%) will purchase food and beverages, 10.8% will buy team apparel or accessories, and 8.8% will splurge on new televisions to watch the game at home.
According to the survey, the nearly 43 million viewers planning to host a Super Bowl party should expect a full house as one-quarter (25.9%) of those surveyed say they plan to attend a party to celebrate the big game with friends and family. Bars and restaurants can also expect a good turnout on February 1 with more than 13 million viewers planning to head out to watch at their favorite local spot.
Nearly half of viewers (46.8%) say that the game itself is the most important part of the day, and nearly one-third (41.3%) of those planning to watch say that the most important parts for them are the commercials and hanging out with friends and family. Additionally, a record 11.9% of viewers this year say the most important part of the Super Bowl for them is the half-time show, starring Katy Perry this year.
While all age groups agree the game itself is the most important part of Super Bowl Sunday, the survey also found differences among specific age groups when it comes to the importance of commercials, the half-time show and seeing friends and family. According to the survey, one in five (22.8%) 18-to 24-year-olds say the most important part of the game is the commercials, the highest of any other age group, and 25-to-34-year-olds say getting together with friends is the most important part of the day (15.4%), highest among all the other age groups.
While more than three-quarters (77.1%) of viewers say they look at Super Bowl commercials as entertainment, others feel that the commercials make them more aware of the advertiser’s brand (20.1%). For those who do not have favorable opinions of the commercials, many think the advertisers should save their money and pass the savings along to the consumers (16.6%) and 9.7 percent say the commercials make the game last too long.
“More viewers than ever are planning to tune in on game day this year as these connected consumers reach to multiple channels to join in with other fans and follow their favorite national brands,” said Prosper’s Principal Analyst Pam Goodfellow
Millennials will show their spending power this year for the Super Bowl: young adults ages 18 to 24 plan on spending an average of $95.92; those ages 25 to 34 and 35 to 44, however, will spend slightly more at an average of $101.54 and $102.82, respectively.
About the Survey
The NRF’s 2015 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 6,375 consumers was conducted from January 6 to 13, and has a margin of error of plus or minus 1.3 percentage points. www.nrf.com