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!


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

About bernacmd

For over 24 years, University of Detroit Mercy Marketing Professor Michael Bernacchi, Ph.D., J.D, has produced "uNDER tHE mIKE-rOSCOPE", a newsletter discussing current "marketing and advertising¹s bends, trends & ends." A well-know fixture in Detroit and national media, UDM's marketing guru has made several appearances on CNN's "Talk Back Live," the Voice of America worldwide radio network (VOA), ABC, CBS, NBC, MSNBC and on the pages of Sports Illustrated, Time, TV Guide, the New York Times, USA Today, the Wall Street Journal and the Washington Post, to name a few. At University of Detroit Mercy, he has taught courses in Marketing Management, Consumer Behavior, Marketing Communications, Research and Corporate Social Responsibility and Sports and Entertainment Marketing. Michael Bernacchi can be reached at 313-993-1116 or bernacmd@udmercy.edu. Please appropriately attribute the following for their work on uNDER tHE mIKE-rOSCOPE: Yen Ju Lee Robert Rouse Vidhyasagar Natarajan Eric Baumgardner & Ian Young
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