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Slight improvements in economy boosting consumer's confidence
Jan '10
With the biggest day of the year for football fans fast approaching, more viewers may find the game bigger than ever – at least on screen. According to the Retail Advertising and Marketing Association's 2010 Super Bowl survey, conducted by BIGresearch, of the estimated 168 million (73.2%) people who will watch the game, at least 3.6 million (3.6%) will take advantage of retailers' promotions and buy a new television, compared to the 2.6 million who said so last year.

Overall, however, consumers will keep expenditures to a minimum, with the average person expected to spend $52.63 on game-related merchandise, apparel and snacks, down from $57.27 last year. Total Super Bowl spending is expected to reach $8.9 billion.

“With slight improvements in the economy boosting consumer's confidence, many people are looking at flat screen televisions as a way to splurge on something they've had their eye on for a while,” said Mike Gatti, Executive Director, RAMA. “Retailers have restocked their shelves and are already offering low prices on popular TV brands for those who have their heart set on watching the game in better quality this year.”

The survey found nearly 32 million people (13.8%) will host a Super Bowl party and an additional 59 million (25.6%) will attend a party. Grocery, apparel, electronic, sporting goods and home furnishing stores can expect to see increased traffic as sports fans head out to buy food and beverages (71.4%), team apparel or accessories (6.5%), decorations (6.1%), and furniture or a new entertainment center (1.9%).

Of the millions of people who plan on tuning in February 7 to watch the Indianapolis Colts play the New Orleans Saints, nearly half (47.8%) say the game itself is the most important part. Nearly one-quarter (24.3%) of viewers watch for the commercials, 20.1 percent enjoy getting together with friends,and 7.8 percent say the half time performances are most important.

“Watching the Super Bowl together is a tradition many people look forward to every year,” said Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch. “The Super Bowl is an excellent opportunity for advertisers to reach eager and attentive consumers, some who specifically gather just to watch the commercials.”

As for the entire game-watching experience, more than three-quarters (76.3%) of viewers say they view the commercials as entertainment. Some aren't as optimistic, however, and feel the advertisers should save their money and pass along savings to shoppers (19.4%) or feel it makes the game last too long (10.1%). The good news for retailers is that 18.1 percent say the commercials make them aware of the advertisers' brand and another 7.1 percent responded that the commercials influence them to buy products from the advertisers.

The survey also found that young adults are more likely to be influenced by commercials, with 12.4 percent of 18-24 year-old viewers sayingthe commercials influence them to buy products from the advertisers. Among other age groups, the numbers drop, with 9.0 percent of 25-34 year-olds, 8.3 percent of 35-44 year-olds, 6.3 percent of 45-54 year-olds and a 5.0 percent of 55-64 year-olds Influenced by the ads.

National Retail Federation

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