WASHINGTON, DC – The most widely watched sporting event of the year will draw an estimated 184 million viewers when the Seattle Seahawks return to the Super Bowl after last year’s win to face the New England Patriots on Sunday, February 1, for Super Bowl XLIX.
According to NRF’s Super Bowl Spending Survey conducted by Prosper Insights & Analytics, average viewer spending will reach a survey high of $77.88, up from $68.27 last year, with fans planning to splurge on everything from game day food and new televisions to athletic wear and decorations. Total spending is expected to reach $14.3 billion.*
“With renewed confidence in the economy and the outlook for 2015, consumers are looking forward to some good old-fashioned fun with their friends and family to celebrate the big game,” said NRF President and CEO Matthew Shay. “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.”
Of the 75.8 percent planning to watch the game, nearly eight in 10 (79.3%) will purchase food and beverages, 10.8 percent will buy team apparel or accessories, and 8.8 percent 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 percent of viewers this year say the most important part of the Super Bowl for them is the half-time show.
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. “Beyond the game, viewers will use this day to catch up with friends and family and treat themselves to their favorite game day treats.”
Millennials will show their spending power this year for the Super Bowl: young adults ages 18-24 plan on spending an average of $95.92; those ages 25-34 and 35-44, however, will spend slightly more at an average of $101.54 and $102.82, respectively.
Santa Monica, Calif.–based Macerich, which owns many of the major malls in Phoenix, has its own plans to capitalize on local interest in the game. The company has organized a weeklong event called Fan Fest Scottsdale, at Scottsdale (Ariz.) Fashion Square, which the firm says will drive traffic and sales at the 1.9 million-square-foot shopping center in the lead-up to the Super Bowl. The game takes place at the University of Phoenix Stadium on Feb. 1. ESPN will broadcast from the shopping center all week and will feature appearances by coaches and players, a fashion show with NFL players’ wives and similar activities. Macerich developed Fan Fest with the city of Scottsdale and the Scottsdale Convention & Visitors Bureau. There will be product demonstrations and tastings, as well as games and competitions, giveaways and more, through sponsors Chobani, Chrysler, Coca-Cola, Dick’s Sporting Goods, Dole, Maui Jim, Sparkling Ice and others. Financial details of the sponsorships were not disclosed.
