NRF Super Survey: Consumer Spend Will Reach $16.5B For Super Bowl LVII
Thursday, January 26, 2023 at 07:28PM By Barry Janoff
January 26, 2023: With Super Bowl LVII fast approaching, the NFL is focusing on which teams will meet in State Farm Stadium, Glendale, AZ, on Feb. 12.
Of equal important to marketers, retail brands and Fox, which will air the game, is how many people will watch the game and how much money will be spent on Big Game-related goods and services by consumers.
Total spending on food, drinks, apparel, decorations and other purchases for Super Bowl LVII is expected to reach $16.5 billion, or $85.36 per person, the second largest spend in Super Bowl history.
The total spend is up $2 billion from Super Bowl LVI last year ($14.6 billion) and $2.5 billion from Super Bowl LV in 2021 ($13.9 billion), but down from the all-time high of $17.2 billion for Super Bowl LIV in 2020, according to just-released consumer spending data from the National Retail Federation.
When it comes to purchases related to watching Super Bowl LVII, food and beverages are most popular (79%), followed by team apparel (12%), TVs (10%), decorations (7%) and furniture (7%).
According to the National Retail Federation, the Super Bowl LVII game itself is most important to 42% of those surveyed, the commercials most important to 19% and the Halftime Show most important to 18%.
Fox is charging upward of $7 million for a 30-second spot during the national broadcast, according to industry analysts.
“Marketers can take comfort in the knowledge that viewers continue to watch the Big Game for the commercials; and that the majority claim to watch all of them throughout the game, regardless of the score,” according to the recently released 2nd annual TMA Super Poll from TMA (The Marketing Arm), the Dallas-based Omnicom agency.
This year, Apple Music begins as title sponsor for the Super Bowl Halftime Show, replacing Pepsi, which had been the Super Bowl Halftime sponsor from Super Bowl XLVII (2013) thru Super Bowl LVI last February, as well as Super Bowl XLI (2007).
Rihanna has been named as the lead performer.
“This sponsorship and this casting is quite fitting as Apple has secured rights for a Rihanna documentary, and some of the pre-Half Time Show planning will be included,” Amanda Levine, TMA senior director of culture marketing, told NYSportsJournalism.
“Rihanna hasn’t toured since 2016, so the performance expectations are incredibly high.”
More than 103 million viewers watched the Super Bowl LVI Halftime Show on NBC last February and another 2 million on Telemundo, according to the network. The show featured Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar.
According to the NFL, an estimated 208 million-plus viewers watched Super Bowl LVI, a figure based on “how many people may have watched the game, particularly in group settings such as out-of-home in locations including bars and restaurants.”
Based on traditional numbers, the NFL said Super Bowl LVI averaged an audience of 112.3 million, including 101.1 million television viewers and another 11.2 million streamers.
The record consumer spend for Super Bowl LIV — played on Feb. 2, 2020 — came just as the COVID-19 crisis was hitting the U.S. and people were still gathering for parities and at bars and restaurants.
The drop in consumer spend during Super Bowl LV — Feb. 7, 2021 — reflects the situation during peak COVID-19 months when people opted to stay home instead of watching the game in larger gatherings.
The National Retail Federation said the 2023 survey of 7,616 adults 18 and older was conducted by Prosper Insights & Analytics between Jan. 3-11.
The National Retail Federation has been conducting its annual Super Bowl survey, overseen by Prosper Insights & Analytics, for more than a decade to "see how consumers expect to spend and celebrate over game day."
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