WASHINGTON – An estimated 188.9 million football fans, foodies and social butterflies plan to watch the Denver Broncos and Carolina Panthers battle it out for the Super Bowl 50 championship title on February 7, up from the estimated 183.7 million who planned to watch last year. According to National Retail Federation’s (NRF) Super Bowl Spending Survey conducted by Prosper Insights and Analytics, those celebrating will spend slightly more than they did for the 2015 Super Bowl.
It is important to note that NRF’s estimate of 188.9 million Super Bowl viewers is an unofficial number that includes other factors beyond traditional broadcast numbers. Last year, the Super Bowl only drew an average audience of 114.4 million viewers, which excluded groups at sports bars or viewing parties, according to Nielsen’s ratings. And those numbers made it the most watched broadcast in U.S. television history.
This year, viewers and partygoers will spend an average of $82.19 on food, décor, team apparel and more, up from $77.88 last year and the highest in the survey’s history. Total spending is expected to top $15.5 billion.
“Two great teams going head-to-head and a historic game celebrating the 50th Super Bowl could make this one of the most celebrated football games we’ve seen in some time,” said NRF President and CEO Matthew Shay, in a press release. “We expect retailers will be aggressive with promotions on food and decorations as well as athletic wear and electronics in the coming days as they look to entice those planning to watch the Super Bowl.”
The group predicts that the added excitement of the big game’s half-century anniversary will mean more sales for retailers, including convenience stores. Of those watching the game, 43.3 million fans are planning to throw a Super Bowl party (17.7%), while another 70 million say they’d rather let their friends and relatives do the hosting and attend one instead (28.6%). Nearly 80% will buy food to go along with the game.
“The Super Bowl has become much more than something only football fans dream about for the entirety of the season,” said Prosper’s Principal Analyst Pam Goodfellow. “The growth in celebrations this year could be a result of increased interest among individuals who use sites like Twitter and Pinterest to bring out their creative skills when it comes to DIY party projects and even making festive game-day fare. Super Bowl Sunday is now more than just a game; it’s an experience for all.”