DALLAS ( TheStreet) -- Super Bowl Sunday taught retailers a hard lesson last year: Fan revenue isn't a given. It's earned.Last year, according to Nielsen ratings, an estimated 153.4 million Americans watched part or all of the New Orleans Saints' victory over the Indianapolis Colts in Super Bowl XLIV, with the National Retail Federation estimating they spent $8.9 billion on the game. The downside is that the NRF also estimated $52.63 per person in average Super Bowl spending last year, down from $57.27 in 2009. The economy may have improved slightly since, but companies are still going to have to convince consumers to spend, which means cost cutting and commercials. Judging by the $3 million Kantar Media says News Corp.'s (NWS - Get Report) Fox will be charging for commercials this year -- a return to 2009 levels after CBS cut prices last year -- and the more than $200 million it expects to rake in, retailers are placing huge bets on increased Super Bowl spending this year.
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