WASHINGTON–(BUSINESS WIRE)–#NRFresearch–American consumers will spend an average of $75 for a total of $14.1
billion as an estimated 188.5 million watch the Atlanta Falcons face the
New England Patriots in Super Bowl LI on February 5, according to the
National Retail Federation’s annual Super Bowl Spending Survey conducted
by Prosper Insights & Analytics. Viewership is about the same as last
year’s 188.9 million but the spending is down from an average of $82 and
a total of $15.5 billion.
“With the holidays past us, consumers are looking forward to spending
time with friends and family for some good old-fashioned fun to
celebrate the big game,” NRF President and CEO Matthew Shay said.
“Retailers will help fans prepare by making sure they are well stocked
on decorations, party food, accessories and other Super Bowl
Of the 76 percent of those surveyed who plan to watch the game, 80
percent say they will purchase food and beverages, 11 percent will buy
team apparel or accessories, and 8 percent will splurge on new
televisions to watch the game at home.
According to the survey, the 45 million people hosting a Super Bowl
party should expect a full house, with 27 percent of those surveyed
planning to attend a party to celebrate the big game. Bars and
restaurants can also expect a good turnout with 12.4 million people
planning to head out to watch at their favorite local spot.
Over 43 percent of viewers say the most important part is the game
itself, 24 percent cite the commercials,15 percent want to hanging out
with friends, and 12 percent of say the half-time show is their top
The survey also found that 78 percent of viewers watch the commercials
for entertainment and 18 percent say they make them more aware of the
advertiser’s brand, but only 10 percent say the commercials influence
them to purchase products. Sixteen percent say advertisers should save
their money and pass the savings along to the consumers, and 10 percent
say the commercials make the game last too long.
“As a favorite American past-time, the Super Bowl is a great chance for
viewers to reconnect with friends and family after having a nice break
after the holiday season,” Prosper Principal Analyst Pam Goodfellow
said. “Even though the number of viewers is slightly down this year,
plenty are still planning to enjoy the day by watching it at their
favorite bar or friend’s place, wearing their lucky jerseys and hoping
their favorite team wins.”
The survey, which asked 7,591 consumers about their Super Bowl plans,
was conducted January 4 -11 and has a margin of error of plus or minus
1.1 percentage points. Full data results will not be published on
NRF.com but news media and analysts who require additional information
can contact firstname.lastname@example.org.
About Prosper Insights & Analytics
Prosper Insights & Analytics delivers executives timely,
consumer-centric insights from multiple sources. As a comprehensive
resource of information, Prosper represents the voice of the consumer
and provides knowledge to marketers regarding consumer views on the
economy, personal finance, retail, lifestyle, media and domestic and
world issues. www.ProsperDiscovery.com
NRF is the world’s largest retail trade association, representing
discount and department stores, home goods and specialty stores, Main
Street merchants, grocers, wholesalers, chain restaurants and Internet
retailers from the United States and more than 45 countries. Retail is
the nation’s largest private sector employer, supporting one in four
U.S. jobs — 42 million working Americans. Contributing $2.6 trillion to
annual GDP, retail is a daily barometer for the nation’s economy.
National Retail Federation (NRF)
Ana Serafin Smith (855) NRF-PRESS