• by Jack Loechner , Staff Writer @mp_research, January 31, 2005

"The Game's the Thing," But The Super Bowl Commercials Are the Next Best

According to a new study by the Retail Advertising and Marketing Association, conducted by BIGresearch, many consumers rank the commercials as the most important part of the Super Bowl. Advertisers will have an audience of nearly 145 million people for the Super Bowl on February 6, and most consumers are prepared to stay firmly planted during time-outs and game breaks, says the study.

34.5 million consumers find the commercials to be the most important element, while others watch the Super Bowl primarily to socialize with friends. According to the survey, only 33.9 percent of consumers do not plan to watch the Super Bowl this year.

Among young adults, commercials are king, with one in four 18-24 year-olds listing advertisements as the most important aspect of the Super Bowl. In fact, young adults are the least likely of any age group to watch the Super Bowl for the game itself. Consumers over 65 are the most likely of any age group to list the game as the most important part of the Super Bowl.

"Advertisers are targeting young adults in their Super Bowl commercials for good reason," said Tom Holliday, President of the Retail Advertising and Marketing Association. "Companies have long realized that the effects of advertising during the Super Bowl can bring a windfall that lasts all year."

This year, 21.5 million consumers plan to throw a Super Bowl party while an additional 54.6 million people plan to attend one. In addition, 9.9 million consumers will watch the Super Bowl at a bar or restaurant.

According to the survey, consumers plan to purchase 6.2 million pieces of team apparel and accessories in preparation for next Sunday's game. Consumers will also purchase 1.4 million televisions.

The most important part of the Super Bowl

	All (18+)	est. # of Adults	Male	Female
The Game	32.5%	71,270,858	44.5%	21.3%
The Half Time Show	4.9%	10,690,413	2.9%	6.7%
The Commercials	15.7%	34,504,324	14.2%	17.2%
Getting together with friends	13.0%	28,486,613	12.5%	13.4%
I don't watch the Super bowl	33.9%	74,472,328	25.9%	41.4%
Total	100.0%	219,424,536	100.0%	100.0%

Source: BIGresearch, CIA Jan-05

Plan to purchase any of the following for Super Bowl Sunday

	All (18+)	estimated # of items	Male	Female
Food/Beverages	68.0%	NA	66.9%	68.9%
Television	1.6%	1,376,054	2.5%	0.8%
Furniture (including entertainment centers)	0.6%	529,466	1.1%	0.2%
Team apparel or accessories (hats, coats, etc.)	4.3%	6,248,602	5.5%	3.3%

Respondents can select more than one answer.
Source: BIGresearch, CIA Jan-05

Plan on spending

	All (18+)	Male	Female
Average of Buyers	$49.27	$53.93	$44.97
Percent Buying	77.8%	77.6%	78.1%
Net Average	$38.35	$41.85	$35.12

Source: BIGresearch, CIA Jan-05