PARTY DOWN DUDE$ & DUDE$$E$, PARTY DOWN
How would you like to be associated with an economy that is expected to grow by almost 16% this yr. Well, guess what, you are (China’s growth in the last 2 yrs is maybe ½ that). If ever there was an American institution that continues to deliver, it is the SB! Its predicted total spending on TVs, team apparel and stuff for food & bevs this yr is $14.3B, NRF (If SB spending was a nation, with a GDP of 14.3B it would be a top 64% GDP in the world and would replace Kyrgyzstan with a GDP of $14.3B [at #145].
From the lowest point in the Great Recession for SB spending of $8.868 B in 2009, SB spending has increased a whopping 61.3% while the GDP in that time period has grown by a fairly robust 23.2%. Having said that, the relative difference in robustness b/t 61% and 23% needs no further comment!
On avg SB celebrants will spend $78 with 79% of us buying food/bevs; 11% will purchase team apparel; 9% will buy TVs (next to the holiday season the SB is the biggest TV buying time); 7% of us will actually purchase SB type decorations; and 4% of us will buy furniture.
According to the NRF’s 9 yr SB poll, the greatest % of Americans ever (75%) will be watching the SB on Feb 1. (In 2010 it was ONLY 65%.) The #1 reason to watch the SB is still the game (35%). Family & friends getting together is #2 (24%) with the desire to see SB TV ads being #3 (19%). Given the festivities of the SB, it probably is NO secret that it is easily America’s #1 HOME PARTY EVENT. To that fact, we add the facts that about 42.6M (18%) of us will throw a party and 62.8M (26%) of us will attend a party. Another 13.3M (6%) will watch the game at a restaurant/bar. PARTY DOWN AMERICA, PARTY DOWN!
GREAT NEW$ 4 $B ADVERTI$ER$
Ad Prof Dave Helms (Ad&Promo in Belch&Belch, 2009) notes that we’re exposed to about 3,000 ads per day or nearly 1 every 15 secs (8 hrs for sleep). In our society, advertising is aggressively criticized for being dishonest, distasteful, and roundly disliked. The problem with advertising in gen’l is that IT’S A PROBLEM! However:
- A Jan 2014 study found that 78% of us desire SB ads with 70% of us focusing on ads B-4 the game. AND 95% of us prefer funny ads (USA2day buzznotes)
- 68% of MILLENIALS (18-34) use social media to enhance their SB experience rather than eliminate it. (Overall 63% of us will use mobile devices to enhance SB USA2day buzznotes)
- 50% of Americans watch the SB JUST to see the ads! (Forbes 1/14) Nowhere else do viewers get the true joy and value of connecting a TV ad to its digital & social media Then, there is also the desire to connect to its replay value. WOW!
- The NRF also tells us that 77% of SB 2015 viewers expect to be entertained by SB ads; 20% expect to become aware of an advertiser’s brand (vs 17% last yr); 11% expect to be influenced to buy (vs 9% in 2014 & 6% in ’08); 9% expect to be influenced to do on line searching with ONLY 4% believing that SB ads will be bothersome. A WINDFALL for SB