The NRF also said the average consumer spend would be $75, with an estimated 188.5 million people expected to watch the Atlanta Falcons face the New England Patriots on Feb. 5. NRF’s annual Super Bowl Spending Survey questioned 7,591 consumers from Jan. 4 to 11 and was conducted by Prosper Insights & Analytics.
In comparison with data from a year ago, both viewership and average spend are down slightly for this year. In 2016, the average spend was $82 for a total of $15.5 billion and a viewership that hit 188.9 million.
According to the survey results, of the 76 percent who plan to watch the game, 80 percent said they will purchase food and beverages, while 11 percent said they will buy team apparel or accessories, and 8 percent said they will splurge on new televisions to watch the game at home.
NRF president and chief executive officer Matthew Shay said, “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.”
The survey indicated that about 45 million people are hosting a Super Bowl party and expect a full house, while 27 percent said they planned to attend a party to celebrate the big game. Bars and restaurants can expect a good turnout, with an estimated 12.4 million planning to head out to watch the game at their favorite local spot.
As for the event itself, more than 43 percent said the most important part is the game, while 24 percent cited the commercials as most important. Another 15 percent pointed to hanging out with friends as most important, while 12 percent said the half-time show is their highlight.
And while 78 percent of viewers watch the commercials for entertainment, only 18 percent said the ads make them more aware of the advertiser’s brand and only 10 percent said they are influenced to purchase the products afterward. In fact, 16 percent said advertisers should save their money and pass the savings on to the consumers, while 10 percent said the commercials make the game last too long.
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.”