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Brady/Kraft/Trump Bromance Dampens Super Bowl Spirit-Spending -7%

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American consumers will spend an average of $75 for a total of $14.1 billion as an estimated 188.5 million watch the Atlanta Falcons face the New England Patriots in Super Bowl LI on February 5th, a significant decline year-on-year, driven by Trump diahhrea. 

According to the National Retail Federation’s annual Super Bowl Spending Survey conducted by Prosper Insights & Analytics, viewership is about the same as last year’s 188.9 million but the spending is down from an average of $82 and a total of $15.5 billion.

Of the 76% of those surveyed who plan to watch the game, 80% say they will purchase food and beverages, 11% will buy team apparel or accessories, and 8% will splurge on new televisions to watch the game at home.

Historical planned Super Bowl spending, says the NRF, will decline to $8.7 billion, compared to $9.5 billion last year and $10.1 billion five years ago.

Furthermore, according to the survey, the 45 million people hosting a Super Bowl party should expect a full house, with 27% of those surveyed planning to attend a party to celebrate the big game. Bars and restaurants can also expect a good turnout with 12.4 million people planning to head out to watch at their favorite local spot.

Over 43% of viewers say the most important part is the game itself, 24% cite the commercials,15% want to hang out with friends, and 12% of say the half-time show is their top highlight.

Additionally, the survey found that 78% of viewers watch the commercials for entertainment and 18% say they make them more aware of the advertiser’s brand, but only 10% say the commercials influence them to purchase products. Sixteen percent say advertisers should save their money and pass the savings along to the consumers, and 10% say the commercials make the game last too long.

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