Super Bowl Economy: 2.5 million HDTVs; $800M Lost Wages; $8.7B Total Spend

More Americans plan to take advantage of retailers’ promotions of HDTVs for Super Bowl as 2.5 million are expected to purchase a new television for Super Bowl Sunday, according to the Retail Advertising and Marketing Association’s (RAMA) 2007 Super Bowl Consumer Intentions and Actions Survey. 

The survey found that consumers plan on spending an average of $56.04 on Super Bowl-related merchandise, up from last year’s $36.78.  Total spending for the February 4 Super Bowl is expected to reach $8.7 billion. 

Survey Highlights:

  • 69.7% of consumers plan to celebrate the Super Bowl, compared with 65.9 percent last year. 

  • 69.3% of those celebrating will be purchasing food and beverages and 6.3 percent will buy team apparel and accessories. 

  • 1.3 million consumers plan to buy new furniture, including new home entertainment centers, in anticipation of the big day.

  • 9.2 million people plan to watch the game from a restaurant or bar. 

More than 40 million consumers (18.1%) said they will tune in because of the commercials, while 32.1% of Americans say the game itself is still the most important part of the Super Bowl. 

The survey also found that more people plan on throwing a party this year than last year (12.8% vs. 9.8%), and more people will be attending those parties (26.8% vs. 24.3% in 2006). 

Super Bowl XLI could cost employers over $800 million in lost wages, according to an estimate by Challenger, Gray & Christmas, Inc.  

The Retail Advertising and Marketing Association's 2007 Super Bowl Consumer Intentions and Actions Survey was conducted for RAMA by BIGresearch. The poll of 7,703 consumers was conducted from January 2-10, 2007 and has a margin of error of plus or minus 1%.

Related:

Super Bowl stimulates appetites for HDTVs - CNNMoney.com

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