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2013 Super Bowl Retail Scores and Predictions - Shopping, Spending, Commercials

2005 - 2013 Conparison Super Bowl Retail Consuming Predictions and Trends

By

Updated January 31, 2013
If consumers follow though with their plans, there are many of the largest U.S. retail chains that are poised to win big with Super Bowl related spending in 2013. The year-over-year scores show that the biggest increases will be for retail chains selling TVs and furniture. The increase of TV and furniture items consumers will purchase before the 2013 Super Bowl will be in the millions, according to one Super Bowl consumer survey. This, of course, will translates into billions of extra retail revenue for the retail chains that are competitive enough to score the sales.

Each year since 2005, the Retail Advertising and Marketing Association (RAMA) has commissioned a survey to quantify the consuming intentions of Americans related to the annual Super Bowl event. With a larger audience than any other televised event in America, the Super Bowl provides both an immediate boost to retail industry sales and a potential long-term benefit to the brands, as they join the ranks of advertising history with memorable Super Bowl commercials that are eagerly viewed.

This is a comparison of some of the key measurements in the RAMA Super Bowl Consumer Intentions and Actions Survey for the past nine years.

Percentage of American Consumers Who Plan to Watch the Super Bowl

75.4% - 2013

73.6% - 2012

73.6% - 2011

73.2% - 2010

73.3% - 2009

70.0% - 2008

69.7% - 2007

65.9% - 2006

Amount of Planned Spending for Merchandise Related to the Super Bowl

$68.54 per person - 2013

$63.87 per person - 2012

$59.33 per person - 2011

$52.63 per person - 2010

$57.27 per person - 2009

$59.90 per person - 2008

$56.04 per person - 2007

$49.39 per person - 2006

$49.27 per person - 2005

Total Super Bowl Related Spending Predicted

$12.7 billion - 2013

$11.0 billion - 2012

$10.1 billion - 2011

$8.9 billion - 2010

$9.6 billion - 2009

$9.5 billion - 2008

$8.7 billion - 2007

$5.3 billion - 2006

$5.6 billion - 2005

Number of Consumers Planning to Purchase Televisions for Super Bowl Event

7.5 million - 2013

5.2 million - 2012

4.5 million - 2011

3.6 million - 2010

4.5 million - 2009

3.9 million - 2008

2.5 million - 2007

1.7 million - 2006

1.4 million - 2005

Percentage of Super Bowl Watchers Who Will Purchase Food and Beverage for the Event

74.0% - 2013

71.3% - 2012

69.5% - 2011

71.4% - 2010

72.4% - 2009

67.3% - 2008

69.3% - 2007

68.0% - 2006

Percentage of Consumers Who Plan to Purchase Apparel or Accessories Related to Super Bowl Teams

9.5% - 2012

8.6% - 2012

7.3% - 2011

6.5% - 2010

5.6% - 2009

6.0% - 2008

6.3% - 2007

Percentage of Viewers Who Think the Football Game is the Most Important Part of the Super Bowl

43.5% - 2012

34.8% - 2012

34.6% - 2011

47.8% - 2010

46.1% - 2009

46.7% - 2008

32.1% - 2007

33.6% - 2006

32.2% - 2005

Percentage of Viewers Who Think the Commercials are the Most Important Part of the Super Bowl

26.2% - 2013

25.8% - 2012

25.8% - 2011

24.3% - 2010

26.9% - 2009

26.3% - 2008

18.1% - 2007

15.3% - 2006

15.7% - 2005


Percentage Who Think Super Bowl Commercials are Mainly About Entertainment

76.6% - 2013

N/A - 2012

74.9% - 2011

76.3% - 2010

79.3% - 2009

75.7% - 2008

Percentage of Consumers Who Wish Advertisers Would Not Spend Money on Super Bowl Commercials and Pass Savings to Shoppers

19.5% - 2011

N/A - 2012

17.0% - 2011

19.4% - 2010

21.4% - 2009

18.0% - 2008

Number of Planned Furniture Purchases for Super Bowl Event

3.9 million - 2012
1.3 million - 2012

2.0 million - 2011

1.8 million – 2008

1.3 million - 2007

0.8 million - 2006

0.5 million – 2005

Number of Consumers Planning to Watch the Super Bowl Game from a Restaurant or Bar

9.2 million - 2013

9.2 million - 2012

12.1 million - 2011

9.2 million - 2007

8.3 million - 2006

9.9 million - 2005

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