By Glenn S. Demby, Esq.
The Super Bowl is big every year. But this year’s 50th anniversary installment will be the biggest Super Bowl ever, at least from a consumption perspective.
Just consider these numbers from the National Retail Federation:
- 188.9 million—Estimated TV viewers (as compared to 183.7 million last year)
- 17.7%—Percentage of viewers citing commercials as most important part of the viewing experience (as opposed to 34.7% who say the game itself is)
- 11.1%—Percentage of viewers who say that they plan to buy new team apparel or accessories for the game
- 7.7%—Percentage of Americans who say they plan to buy a new TV for the game
- 43.3 million—Estimated viewers planning to host a Super Bowl party
- $82.19—Average amount each viewer estimated to spend on Super Bowl-related merchandise including food, TV sets, licensed team apparel and decorations
- $77.88—Average amount spent per viewer of last year’s Super Bowl
- $15.5 billion—Total amount of Super Bowl spending expected, as compared to $14.3 billion last year
Amongst the traditional roster of auto, food and beverage brands these are some of the latest companies with licensing programs to get into the game:
- The Pokémon Company will debut a multi-million dollar ad as part of its 20th anniversary celebration.
- Sports apparel brand Marmot will introduce its mascot and build brand awareness.
- LG‘s debut will include Liam Neeson promoting the brand’s OLED TV.
- Amazon is jumping into the fray with a series of ads starring Alec Baldwin and Dan Marino to promote Amazon Echo, its wireless speaker and voice command device.