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rama-nrf-bigresearch-superbowl-total-consumer-spending-jan11.gifThe average US consumer is expected to spend $59.33 on game-related Super Bowl merchandise, apparel and snacks in 2011, up almost 13% from $52.63 last year, according to a new survey by the Retail Advertising and Marketing Association, conducted by BIGresearch. Total Super Bowl spending is expected to reach $10.1 billion.

7 in 10 Viewers Plan to Buy Food

nrf-super-bowl-items-jan-20111.JPGGrocery, apparel, electronic, sporting goods and home furnishing stores can expect to see their share of Super Bowl-related spending as sports fans head out to buy food and beverages (69.5%), team apparel or accessories (7%), decorations (6%), and furniture or a new entertainment center (2%).

It’s Party Time

nrf-super-bowl-items-jan-2011.JPGOf the 171 million people who will watch the game, the most in the survey’s history, nearly 34.9 million (15%) are planning to throw their own party, up about 10% from last year’s 31.6 million, and another 61.2 million (26%) plan to attend a party, up roughly 4% from the 58.8 million who said they would go to a party in 2010.

One-Quarter of Viewers Tune in for Ads

nrf-super-bowl-ads-jan-2011.JPGOf the millions of people planning to watch the 2011 Super Bowl, nearly half (47%) say the game itself is the most important part. However, about one-quarter (26%) watch for the commercials, 19% enjoy getting together with friends, and 8% percent say the halftime performances are most important.

As for the entire game-watching experience, roughly 75% of viewers say they see the commercials as entertainment. However, another 17% say advertisers should save their money and pass along savings to shoppers and 9.5% say it makes the game last too long.

Furthermore, the survey found that about 17% of viewers admit Super Bowl commercials make them aware of the advertisers’ brand. Another 8% say the commercials influence them to buy products from advertisers.

Young Adults Most Affected by Ads

The survey also found that young adults are more likely to be influenced by commercials, with about 15% of 18-24 year-old viewers agreeing that the commercials influence them to buy products from the advertisers. Among other age groups, the numbers drop, with 11% percent of 25-34 year-olds, 7% of 35-44 year-olds, 6% of 45-54 year-olds and 5.5% 55-64 year-olds saying they are influenced by the ads.

Football Remains #1 Sport

Three in 10 Americans who follow at least one sport (31%) say professional football is their favorite sport, while 17% say baseball, according to results of a new Harris Poll. This is a narrowing of the gap from last year when over one-third (35%) of sports fans said professional football was their favorite sport and 16% said it was baseball.

About the Data: The Retail Advertising and Marketing Association’s 2011 Super Bowl Consumer Intentions and Actions Survey was designed to gauge consumer behavior and shopping trends related to the Super Bowl. The survey was conducted for RAMA by BIGresearch. The poll of 8,913 consumers was conducted from January 4-11, 2011.

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