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Super Bowl Spending to Reach $11 Billion

The Retail Advertising and Marketing Association estimates that 173 million people will watch the Super Bowl Feb. 5, with total Super Bowl spending expected to reach $11.0 billion, according to the organization's survey.The number of estimated viewers is

The number of estimated viewers is the highest in the survey's eight-year history, up from an estimated 171 million last year. The average game-watcher is expected to shell out $63.87 on related merchandise, apparel and snacks, up from $59.33 last year.

Nearly 27.1 percent of viewers are planning to attend a party, and 15.3 percent plan to throw a party.

Game-related spending falls into categories including food and beverages (71.3 percent), team apparel or accessories (8.6 percent), decorations (6.4 percent), and furniture or a new entertainment center (2.4 percent).

Of those planning to watch the game, at least 5.1 million will buy a new television specifically for the big day, compared to 4.5 million surveyed in 2011 and the 3.6 million in 2010.

“With a few weeks of anticipation ahead of them, it seems millions of Americans are already planning to have a knock-out good time for Super Bowl XLVI,” says Mike Gatti, executive director, RAMA. “Hot on the heels of a solid holiday season, many retailers will look to meet consumer demand and expectations with big promotions on party essentials, including 3D televisions, team décor and apparel, and, of course, food and beverages.”

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