Best Buy, the official home entertainment retailer of Super Bowl LVII, won’t air any ads during the Big Game. But big is its word of the moment, with new spots focusing on its largest TVs.
In “Party List,” a fan tries to sneak a 75-inch Samsung NEO OLED TV onto his Super Bowl shopping list, sliding it in between chips, soda and cookies.
And in “Big Help,” a couple watches, awestruck, as two of buff Best Buy blueshirts install their LG OLED TV. “That’s not just big,” one tells them. “That’s see-the-laces-on-the-ball big.”
A Best Buy spokesperson tells Marketing Daily the spots, created in-house, are running on regional and national TV, as well as on online streaming platforms and social media channels.
Super Bowl is typically a busy time for consumer electronics sales, as consumers look for markdowns on everything they didn’t get as a holiday gift. While promotions usually aren’t as steep as Black Friday discounts, Walmart and Target are already marking TVs down by as much as 30%.
The National Retail Federation reports that 10% of people planning to watch the game say they intend to buy a new TV, up slightly from 9% last year.
And while TV sales have been declining for the last two years, a spokesperson for the Consumer Electronics Association says that’s likely to change this year. “The digital display space is expected to see a growth of 10% in 2023,” he tells Marketing Daily via email. “And OLED sets are expected to contribute $5.6 billion, up 71% from 2022. Technologies such as QD-OLED and mini-LED are expected to refresh sales, as 4k markets become saturated.”
The National Retail Federation projects 192.9 million U.S. adults will watch the game this year. Of those, 103.5 million say they’ll throw or attend a watch party. Total spending for the day is expected to hit $16.5 billion, or $85.36 per person. While that’s up from $14.8 billion last year, it’s still below the $17.2 billion spent in 2020, weeks before the pandemic rolled into the U.S.