How Consumers Win at the Super Bowl
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) 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.
With 13.8% of game viewers hosting Super Bowl parties and another 25.6% attending them, the cost of snacks, drinks, apparel and even new televisions -- which the NRF says 3.6 million Americans bought last year, despite spending almost 10% less on everything else -- piles up like players after a fumble.
"Last year, we had about seven friends come over to our little apartment and enjoy the game on our brand-new HD flat-screen TV," says Voice of MainStreet blogger Harmony Fortenberry, a Texan who writes about cooking and entertaining. "We had only recently updated to flat-screen, so it was a big deal for us."Despite the obvious demand, retailers still offer consumers some huge deals. TheStreet took a look at pregame Super Bowl spending and found savings everywhere from pizza delivery to party house rentals in the host city. Regardless of who wins the big game, it's the consumer who comes out ahead.:
Select the service that is right for you!COMPARE ALL SERVICES
Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.
- $2.5+ million portfolio
- Large-cap and dividend focus
- Intraday trade alerts from Cramer
- Weekly roundups
Access the tool that DOMINATES the Russell 2000 and the S&P 500.
- Buy, hold, or sell recommendations for over 4,300 stocks
- Unlimited research reports on your favorite stocks
- A custom stock screener
- Upgrade/downgrade alerts
Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.
- Diversified model portfolio of dividend stocks
- Alerts when market news affect the portfolio
- Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.
- Real Money + Doug Kass Plus 15 more Wall Street Pros
- Intraday commentary & news
- Ultra-actionable trading ideas
Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.
- 100+ monthly options trading ideas
- Actionable options commentary & news
- Real-time trading community
- Options TV