By Barry Janoff
January 31, 2017: Super Bowl LI comes with a lot of X’s and O’s that will make the game between the New England Patriots and Atlanta Falcons unique, and ultimately see one take home the Vince Lombardi Trophy.
But there are a plethora of stats and numbers that fill the Big Game playing field that set this one apart from all others, ultimately making fans, viewers and consumers satisfied winners.
With Fox charging upward of $5 million for a 30-second spot on Feb. 5, there is a lot of attention paid to what marketers do to boost their visibility.
Since 2010, Anheuser-Busch, among the biggest Big Game spenders, has spent $218.5 million on Super Bowl ads, according to research, consulting and financial firm WalletHub, Washington, D.C.
That is due in large part to the fact that Anheuser-Busch has been the exclusive national broadcast partner in the beer category for 28 years. Under a new contract that was signed in 2015 valued at $1.4 billion, the beer maker will hold that distinction through 2022.
For the company, whose brands include Bud Light — which is the official beer sponsor for the NFL — Michelob and Budweiser — the bottom line is sales. And there will be some 51.7 million cases of beer sold (not limited to Anheuser-Busch brands) on Super Bowl Sunday.
Some 13% of viewers say they recognize a brand after its Super Bowl commercial.
Unfortunately, even with the cost of a Super Bowl spot having gone up 110% over the past decade — versus 25% for the cost of an ad during the World Series over the same period — 80% of commercials "do not boost sales or purchase intent," according to WalletHub’s Super Bowl LI By The Numbers.
Among the items that join beer as best-sellers: Nearly 10% of people who will buy a TV this year will do so in time for the Super Bowl.
Also being sold in mass quantities for the Big Game: 14.5 tons of chips, 1.23 billion chicken wings and more than eight million pounds of guacamole, per WalletHub.
Super Bowl Sunday is the biggest-selling day of the year for pizza, according to the National Restaurant Assn. Last year, Pizza Hut sold more than two million pies and Domino’s more than 12 million slices. Overall, there is a 35% rise in the number of pizza deliveries versus other days.
In addition to the cost of TV spots going up, the average price of a Super Bowl ticket has also risen.
For Super Bowl LI, the average price of tickets in Houston’s NRG Stadium will be $5,216, according to WalletHub.
The price for a Super Bowl ticket for the prior four Super Bowls has averaged $3,334, including Super Bowl XLVII ($2,380), Super Bowl XLVIII ($2,392), Super Bowl XLIX ($4,253) and Super Bowl 50 last year in Levi’s Stadium ($4.307).
Hosting the Super Bowl generally turns out to be good news for the city and surrounding regions.
People who come to Houston will spend an average of $400 per day, according to WalletHub. That includes food and drink, transportation, amenities and hotel rooms, of which there are 84,000 in the area — including 1,000 in the new Marriott Marquis, which is serving as the NFL’s Super Bowl headquarters — some 91% more than when Houston last hosted the Big Game.
That was Super Bowl XXXVIII in 2004, in which the Patriots defeated the Carolina Panthers, 32-29, with Pats quarterback Tom Brady named MVP.
Houston also hosted the Big Game in 1974, Super Bowl VIII, played in Rice Stadium.
According to the Houston Super Bowl Host Committee, about one million people are projected to attend a Super Bowl-related event, 140,000 from out of town.
Unlike that game in 2004, social media is now a major part of the overall coverage and story.
During Super Bowl 50, some 60 million people discussed the game live on Facebook, and the platform saw 200 million posts, comments and likes.
No social media slacker, Twitter during Super Bowl 50 registered some 27 million tweets from pre-game to post-game, which were viewed 4.3 billion times worldwide.
One other stat for companies nationwide: About 1.5 million people will call in sick the day after Super Bowl Sunday, with larger numbers likely to skew in the hometown and region of the victorious team.
And one reason that Heinz’ marketing is calling for Feb. 6 to be a national holiday known as "Smunday."
Will Lady Gaga Be Pissed Off With Febreze's Halftime Bathroom Campaign?