Record spending, viewers expected for US Super Bowl

By Ovunc Kutlu

ISTANBUL (AA) – A record amount of spending is expected for the Super Bowl this year, while an all-time high of American viewers are expected to tune in to the game.

The Super Bowl, which decides the champion for the National Football League (NFL), is the most watched televised event in the US every year.

It is a major contributor to the American economy as well, from retail and consumption to TV broadcast rights and commercials, stadium tickets, travel, lodgings, hotels and restaurants.

A record 200.5 million adults in the US are planning to watch Super Bowl this year, according to a survey by the National Retail Federation (NRF).

Out of 342 million in the US, 112.2 million people plan to throw or attend a party, while another 16.2 million are planning to watch the game at a bar or restaurant.

By comparison, the Apollo 11 Moon Landing was the most watched televised event in the US back in 1969, drawing almost 150 million viewers.

- Record $17.3 billion spending

Super Bowl games also turn into a party frenzy, as people from all ages come together and order food, consume drinks, buy new TV sets, and purchase merchandise.

American consumers are expected to spend a record $17.3 billion for the event this year, according to the NRF.

Total spending on food, drinks, apparel, decorations and other purchases is forecast to average $86.04 per person.

If realized, this amount would surpass the $17.2 billion spending recorded in 2020 just before the coronavirus pandemic, when the Kansas City Chiefs beat the San Francisco 49ers to win their first title in 50 years. This year’s game is a rematch between the two sides.

The following year, however, American consumers’ total Super Bowl spending plummeted 19.2% to $13.9 billion due to the pandemic, the lowest level since 2014.

- 80% plan to spend money on food, beverages

Besides American football fans, viewers tune in to watch new commercials of companies during game breaks and especially the halftime show that features popular music artists.

Two-time Grammy winner Usher is the headliner this time, joining past superstars such as Rihanna last year, Eminem and Dr. Dre the year before, Shakira and Jennifer Lopez in 2020, Lady Gaga in 2017, Beyonce in 2013 and Madonna in 2012.

Although the NFL does not pay the artists for the performance, it bears their travel expenses and the costs related to the show, which has surpassed $10 million in recent years.

For artists, the Super Bowl halftime show is a prestigious opportunity to cement their names in history with the likes of Michael Jackson, Prince, The Beatles’ Paul McCartney, the Rolling Stones, Tony Bennett, Gloria Estefan and Diana Ross.

While the game itself is the most important for 44% of American viewers, 19% of Americans say they watch Super Bowl for the halftime show, while 18% of viewers say they are tuning in for the commercials, according to the NRF.

As for consumption, 80% of Americans plan to spend money on food and beverages, 13% on team apparel, 9% on new TVs, 8% on decoration and 6% on new furniture, according to a survey conducted by Prosper Insights & Analytics between Jan. 2-8 with 8,329 adults.

- Average ticket price at $9,300

The game will be played on Sunday at Allegiant Stadium in Las Vegas, which has the capacity to seat 65,000 people, expandable to 71,835.

As of Tuesday, the lowest available ticket price to watch the game in the stands was above $7,300, and that was at the nosebleed section, according to online marketplace for events tickets TickPick.

While the average price of tickets sold is around $9,300, prices go as high as $75,000 for those fans who want to catch the action close to the sidelines on front-row seats at the 50-yard line.

For fans traveling to Las Vegas, hotel room prices in Sin City have been rising since last week, averaging more than $1,200 a night per person for the Super Bowl weekend.

Rooms at five-star hotels like the Bellagio, Caesars Palace, the Aria, MGM Grand, The Venetian, and Mandalay Bay start at $1,500 per night, according to travel tech company Expedia.

“We’re a week away from #SuperBowlLVIII, so before you know it, nearly a half million people will be in the Las Vegas Valley for the big game and all of its festivities! The economic impact is projected to be between $500 and $600 million!” City of Las Vegas wrote on X last Sunday.

- Commercials, TV rights

The average cost of a 30-second advertisement spot during Super Bowl’s commercial breaks will be $7 million for the second year in a row.

Currently, three American networks are taking turns to broadcast the Super Bowl live each year – NBC, CBS, Fox – while ABC will join the fold in 2027.

This year’s game will also be available on streaming platform Paramount+.

Each network is estimated to pay the NFL more than $2 billion on average every year for broadcasting rights through 2032, including the Super Bowl on a rotating basis.​​​​​​​