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High-Definition Televisions Back in High Demand, According to RAMA Survey

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For Immediate Release
Kathy Grannis (202)783-7971
grannisk@nrf.com

High-Definition Televisions Back in High Demand, According to RAMA Survey

Washington, January 28, 2010 – With the biggest day of the year for football fans fast approaching, more viewers may find the game bigger than ever – at least on screen.  According to the Retail Advertising and Marketing Association’s 2010 Super Bowl survey, conducted by BIGresearch, of the estimated 168 million (73.2%) people who will watch the game, at least 3.6 million (3.6%) will take advantage of retailers’ promotions and buy a new television, compared to the 2.6 million who said so last year.  

Overall, however, consumers will keep expenditures to a minimum, with the average person expected to spend $52.63 on game-related merchandise, apparel and snacks, down from $57.27 last year. Total Super Bowl spending is expected to reach $8.9 billion.* 

“With slight improvements in the economy boosting consumer’s confidence, many people are looking at flat screen televisions as a way to splurge on something they’ve had their eye on for a while,” said Mike Gatti, Executive Director, RAMA. “Retailers have restocked their shelves and are already offering low prices on popular TV brands for those who have their heart set on watching the game in better quality this year.” 

The survey found nearly 32 million people (13.8%) will host a Super Bowl party and an additional 59 million (25.6%) will attend a party. Grocery, apparel, electronic, sporting goods and home furnishing stores can expect to see increased traffic as sports fans head out to buy food and beverages (71.4%), team apparel or accessories (6.5%), decorations (6.1%), and furniture or a new entertainment center (1.9%). 

Of the millions of people who plan on tuning in February 7 to watch the Indianapolis Colts play the New Orleans Saints, nearly half (47.8%) say the game itself is the most important part. Nearly one-quarter (24.3%) of viewers watch for the commercials, 20.1 percent enjoy getting together with friends,and 7.8 percent say the half time performances are most important. 

“Watching the Super Bowl together is a tradition many people look forward to every year,” said Phil Rist, Executive Vice President, Strategic Initiatives, BIGresearch. “The Super Bowl is an excellent opportunity for advertisers to reach eager and attentive consumers, some who specifically gather just to watch the commercials.” 

As for the entire game-watching experience, more than three-quarters (76.3%) of viewers say they view the commercials as entertainment. Some aren’t as optimistic, however, and feel the advertisers should save their money and pass along savings to shoppers (19.4%) or feel it makes the game last too long (10.1%). The good news for retailers is that 18.1 percent say the commercials make them aware of the advertisers’ brand and another 7.1 percent responded that the commercials influence them to buy products from the advertisers. 

The survey also found that young adults are more likely to be influenced by commercials, with 12.4 percent of 18-24 year-old viewers saying the commercials influence them to buy products from the advertisers. Among other age groups, the numbers drop, with 9.0 percent of 25-34 year-olds, 8.3 percent of 35-44 year-olds, 6.3 percent of 45-54 year-olds and a 5.0 percent of 55-64 year-olds Influenced by the ads.

About the Survey 

The Retail Advertising and Marketing Association's 2010 Super Bowl Consumer Intentions and Actions Survey was designed to gauge consumer behavior and shopping trends related to the Super Bowl. The survey was conducted for RAMA by BIGresearch. The poll of 9,578 consumers was conducted from January 5-13 and has a margin of error of plus or minus 1.0 percent. 

BIGresearch is a consumer market intelligence firm that provides unique consumer insights that are gathered online utilizing very large sample sizes. BIGresearch’s syndicated Consumer Intentions and Actions survey monitors the pulse of more than 8,000 consumers each month to empower its clients with unique insights for identifying opportunities in a fragmented and changing marketplace.  

The Retail Advertising & Marketing Association, a division of the National Retail Federation, is a trade association of over 1500 retail marketing and advertising executives, plus their supporting partners from the advertising agency, media and service-provider areas. RAMA co-sponsors the largest single gathering of retail marketing and advertising professionals in the industry today. RAMA also produces the Racie Awards Competition, the most prestigious creative contest in retail. http://www.rama-nrf.org/.

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*Total extrapolation of U.S. adults 18+