2009 Super Bowl Survey Results: Consumer Shopping, Spending, Commercial Viewing

Five Year Conparison of Consumer and Retailing Trends Related to the Super Bowl

Each year since 2005, the Retail Advertising and Marketing Association (RAMA) has commiaaioned 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 commercials that are eagerly viewed.

This is a comparison of key measurements in the Retail Advertising and Marketing Association's 2009 Super Bowl Consumer Intentions and Actions Survey for the past five years.

Percentage of American Consumers Who Plan to Watch the Super Bowl

73.3% - 2009

70.0% - 2008

69.7% - 2007

65.9% - 2006

Amount of Palnned Spending for Merchandise Related to the Super Bowl

$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

$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

4.5 million - 2009

3.9 million - 2008

2.5 million - 2007

1.7 million - 2006

1.4 million - 2005

Number of Consumers Planning to Purchase Furniture for Super Bowl Event

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 - 2007

8.3 million - 2006

9.9 million - 2005

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

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

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

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

26.9% - 2009

26.3% - 2008

18.1% - 2007

15.3% - 2006

15.7% - 2005


Percentage Who Think Super Bowl Commercials are Mainly About Entertainment

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

21.4% - 2009

18.0% - 2008