Feb 2 2012
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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 2010 Super Bowl Consumer Intentions and Actions Survey for the past eight years.
Percentage of American Consumers Who Plan to Watch the Super Bowl
69.7% - 2012
67.1% - 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
$71.26 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
$8.7 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
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
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
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
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
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
N/A
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
N/A
17.0% - 2011
19.4% - 2010
21.4% - 2009
18.0% - 2008
Number of Consumers Planning to Purchase Furniture for Super Bowl Event
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 - 2012
12.1 million - 2011
9.2 million - 2007
8.3 million - 2006
9.9 million - 2005
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