WHAT COUNTRY HA$ THE PURCHA$ING POWER of $15.53 B in 2016?

 

According to the CIA World Factbook 37.2% (84) of the world’s 226 measured GDPs are less than $15.53 B. That means that over 1/3 of the economies of the world don’t have GDPs that will equal what Americans will spend on SB Sunday. (The country with $15.53 B worth of spending is SB SPENDLAND.) WOW! SB Sun is America’s #1 home party day and we have the data to prove it. With that settled, let’s see who are/or will be SB Sunday’s biggest spenders? Using the NRF’s most recent info, we are able to easily determine it’s the MILLENNIALS (MLLNNLS). It’s not Boomers (most of whom were born by SB I), Xers or Yers, but MLLNNLS. Indeed, the most massive generation of adults ever is running the SB show. To SB tattoo these folks, we use the aforementioned NRF data. (We take special note of the fact that not ONLY are the MLLNNLS the biggest SB spenders at $109 each [+33% over the avg of $82] but older MLLNNLS [25-34] avg $140 [70% over the avg]).

SUPER BOWL BEHAVIOR All Folks MLLNNLS Diff
Will watch the SB? 76% 83% +7%
ü  Throwing a Party? 18% 24% +6%
ü  Attending a Party? 29% 43% +14%
ü  Getting 2gether with Friends? 12% 16% +4%
SUPER BOWL SPENDING?      
How much SB Spending? $ 82 $ 109 +33% over avg
ü  Plan to Buy Food 80% 84% +4%
ü  Plan to Buy TVs 8% 14% +6%
ü  Plan to Buy Furniture 4% 8% +4%
ü  Plan to Buy Team Apparel 11% 19% +8%
ü  Plan to Buy Decorations 8% 14% +6%
SUPER BOWL ADS?      
Will be watching the ads 18% 18% None
ü  As Entertainment? 78% 78% None
ü  Influence me to Buy? 10% 16% +6%
ü  Influence me to Search Online? 9% 14% +5%
ü  Become aware of Advertised Brands? 18% 20% +2%
ü  They made the Game Too Long? 9% 7% -2%

The data above clearly lay the path for MILLENNIALS being the primary Super Bowlers by watching the game, by partying, by getting together, by spending and by being impacted with the ads. Donald Trump might question some of their SB citizenship credentials, religious beliefs, or SB voting record, but he cannot question their true blue (Sorry Donald) Super Bowling status. The data that most surprised us are the facts that 67% of MLLNNLS are throwing or going to a party (vs the avg of 47%) and that 19% are buying team apparel (vs the avg of 11%). WOW!

WELCOME TO THE NATION WITH THE WORLD’S 143rd BIGGE$T GDP, SB SPENDLAND!

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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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