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 Half Time Show||4.9%||10,690,413||2.9%||6.7%|
|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%|
Plan to purchase any of the following for Super Bowl Sunday
|All (18+)||estimated # of items||Male||Female|
|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%|
Plan on spending
|Average of Buyers||$49.27||$53.93||$44.97|