Super Bowl Moves Wallets As Efficiently As It Moves Ratings

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Media buyers spend most of the year arguing about reach, frequency and whether anyone still watches linear TV, but football continues to deliver the one metric advertisers truly respect: people actually leaving their homes and opening their wallets.

According to a new report from the Bank of America Institute, spending tied to attending spectator sports is up more than 25% from 2019 levels, and on NFL game days total card spending in stadium ZIP codes jumps by an eye-popping 77%. That is not brand lift. That is a measurable rush of nachos, parking fees and overpriced beer.

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