National Retail Federation
NEWS RELEASE
THE VOICE OF RETAIL WORLDWIDE
Liberty Place, 325 7th Street, NW, Suite 1100, Washington, DC 20004
High-Definition Televisions Back in High Demand, According to RAMA Survey
Washington,
January 28, 2010 – With the biggest day of the year for football fans
fast approaching, more viewers may find the game bigger than ever – at
least on screen. According to the Retail Advertising and
Marketing Association’s 2010 Super Bowl survey, conducted by
BIGresearch, of the estimated 168 million (73.2%) people who will watch
the game, at least 3.6 million (3.6%) will take advantage of retailers’
promotions and buy a new television, compared to the 2.6 million who
said so last year.
Overall, however, consumers will
keep expenditures to a minimum, with the average person expected to
spend $52.63 on game-related merchandise, apparel and snacks, down from
$57.27 last year. Total Super Bowl spending is expected to reach $8.9
billion.*
“With slight improvements in the economy
boosting consumer’s confidence, many people are looking at flat screen
televisions as a way to splurge on something they’ve had their eye on
for a while,” said Mike Gatti, Executive Director, RAMA. “Retailers
have restocked their shelves and are already offering low prices on
popular TV brands for those who have their heart set on watching the
game in better quality this year.”
The survey found
nearly 32 million people (13.8%) will host a Super Bowl party and an
additional 59 million (25.6%) will attend a party. Grocery, apparel,
electronic, sporting goods and home furnishing stores can expect to see
increased traffic as sports fans head out to buy food and beverages
(71.4%), team apparel or accessories (6.5%), decorations (6.1%), and
furniture or a new entertainment center (1.9%).
Of the
millions of people who plan on tuning in February 7 to watch the
Indianapolis Colts play the New Orleans Saints, nearly half (47.8%) say
the game itself is the most important part. Nearly one-quarter (24.3%)
of viewers watch for the commercials, 20.1 percent enjoy getting
together with friends,and 7.8 percent say the half time performances
are most important.
“Watching the Super Bowl together is a
tradition many people look forward to every year,” said Phil Rist,
Executive Vice President, Strategic Initiatives, BIGresearch. “The
Super Bowl is an excellent opportunity for advertisers to reach eager
and attentive consumers, some who specifically gather just to watch the
commercials.”
As for the entire game-watching experience,
more than three-quarters (76.3%) of viewers say they view the
commercials as entertainment. Some aren’t as optimistic, however, and
feel the advertisers should save their money and pass along savings to
shoppers (19.4%) or feel it makes the game last too long (10.1%). The
good news for retailers is that 18.1 percent say the commercials make
them aware of the advertisers’ brand and another 7.1 percent responded
that the commercials influence them to buy products from the
advertisers.
The survey also found that young adults are
more likely to be influenced by commercials, with 12.4 percent of 18-24
year-old viewers saying the commercials influence them to buy products
from the advertisers. Among other age groups, the numbers drop, with
9.0 percent of 25-34 year-olds, 8.3 percent of 35-44 year-olds, 6.3
percent of 45-54 year-olds and a 5.0 percent of 55-64 year-olds
Influenced by the ads.
About the Survey
The
Retail Advertising and Marketing Association's 2010 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 9,578 consumers was conducted from
January 5-13 and has a margin of error of plus or minus 1.0 percent.
BIGresearch
is a consumer market intelligence firm that provides unique consumer
insights that are gathered online utilizing very large sample sizes.
BIGresearch’s syndicated Consumer Intentions and Actions survey
monitors the pulse of more than 8,000 consumers each month to empower
its clients with unique insights for identifying opportunities in a
fragmented and changing marketplace. www.bigresearch.com
The Retail Advertising & Marketing Association,
a division of the National Retail Federation, is a trade association of
over 1500 retail marketing and advertising executives, plus their
supporting partners from the advertising agency, media and
service-provider areas. RAMA co-sponsors the largest single gathering
of retail marketing and advertising professionals in the industry
today. RAMA also produces the Racie Awards Competition, the most
prestigious creative contest in retail. www.rama-nrf.org.
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*Total extrapolation of U.S. adults 18+