Shell Out Your Money for the Super Bowl

Laura Joszt

More American than ever will watch the New York Giants and the New England Patriots face off again in the Super Bowl, and they'll spend an all-time high too.

More American than ever will watch the New York Giants and the New England Patriots face off again in the Super Bowl, and they’ll spend an all-time high too.

According to a survey by BIGinsight for the Retail Advertising and Marketing Association, an estimated 173 million people will watch this Sunday’s game, which is up from last year’s estimated 171 million.

Consumers are expected to spend a total of $11 billion in preparation for the Super Bowl. People will spend $63.87 on related merchandise, apparel and snacks. Last year game watchers only spent $59.33.

“Hot on the heels of a solid holiday season, many retailers will look to meet consumer demand and expectations with big promotions on party essentials, including 3D televisions, team décor and apparel, and, of course, food and beverages,” said Mike Gatti, executive director for RAMA.

And there are some people who want to make the experience the best it can be. At least 5.1 million, or 5.1% of viewers, will buy a new television specifically to watch the big game. This is a huge jump from the 4.5 million in 2011 and the 3.6 million in 2010.

Of course, the success of the Super Bowl could lead to you shelling out even more cash after the big day. Commercials during the game have become just as interesting and increasingly more hyped; for instance, 26 years later, Matthew Broderick is reclaiming the role of Ferris Bueller for a commercial. Three-quarters (73%) of respondents said they consider the commercials to be a form of entertainment.

Slightly more than 8% of viewers will actually be swayed enough by Super Bowl commercials to go out and buy products from the advertisers.

Of course, how influenced you are depends on what age group you fall into, with those 18 to 24 the most influence (14.3%), 10.4% of 25 to 24 year olds, 10% of 35 to 44 year olds, 7.2% of 45 to 54 year olds and 6% of 55 to 64 year olds.