U.S. consumers will spend an average of $75 on the Super Bowl this year, generating a total of $14.1 billion, as an estimated 188.5 million people watch the Atlanta Falcons face off against the New England Patriots in Super Bowl LI. Impressive as those numbers are, they represent a decline from 2016, when the average spend of $82 generated $15.5 billion.
The National Retail Federation's annual Super Bowl Spending Survey, conducted by Prosper Insights & Analytics, revealed how football fans will be spending their money. Among the 76% of consumers surveyed who are planning to watch the game on Feb. 5:
• 11% will buy team apparel or accessories; and
• 8% will buy new TVs to watch the game.
Bars and restaurants should expect healthy crowds on Super Bowl Sunday, with 12.4 million people planning to watch the game from a favorite local spot. Just over one quarter, 27%, of respondents plan to attend a party celebrating the game, and 45 million consumers will be playing host.
If you're a brand that couldn't pony up the $5 million (minimum) to run a TV commercial during the game, take comfort: while 78% of viewers watch the commercials for entertainment, only 18% say the ads make them more aware of the brand. An even smaller group, 10%, say Super Bowl commercials actually influence them to purchase products, and a similar percentage say the commercials make the game last too long.