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Thinkpad (AXcess News) Reno, NV - According to BIGResearch, Super Bowl
commercials are still a big draw on game day, though the coveted 18
to 24 year-old demographic fell this year over last.
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Microsoft With close to 145 million people nationwide watching the Super
Bowl this year, advertisers will be doing their best to impress on
February 5. According to the 2006 Super Bowl Consumer Intentions
and Actions Survey, conducted by BIGresearch for the Retail
Advertising and Marketing
Association (RAMA), a division of the National Retail Federation
(NRF), consumers expect to spend about the same on Super
Bowl-related purchases as last year ($49.39 vs. $49.27). Overall
spending for the Super Bowl in 2006 is expected to reach $5.3
billion dollars, compared to $5.6 billion in 2005.
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Laptop Computers While 33.6 percent of survey respondents say the game itself is
still the biggest draw, commercials still play a major role in why
fans tune in. This year, 33.4 million consumers (15.3% of survey
respondents) said that commercials were the most important part of
the Super Bowl. Others said they watch the big game to socialize
(12.5% of survey respondents) and watch the halftime show (4.6% of
survey respondents).
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Laptop Computer The biggest challenge to advertisers is the shifting
demographics in consumers watching for commercials. Young adults,
who last year found the commercials more important than the actual
game, have shifted their focus to the action on the field rather
than the
entertainment of the
commercials. The coveted 18 24 age group are less likely to
watch the game for commercials this year (18.5%) compared to
2005 (24.5%).
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Desktop Computer "With young adults redirecting their focus toward the game this
year, advertisers are going to be pulling out all of the stops to
attract their attention," said Mike Gatti, Executive Vice President
of RAMA. Knowing the impact of Super Bowl commercials on branding,
we can expect to see nothing less than the best-of-the-best."
Notebooks According to the survey, consumers will also use the Super Bowl
to upgrade their home entertainment systems. Consumers expect to
purchase 1.7 million new televisions compared to 1.4 million in
2005. Comfort and lounging is also becoming more important as
consumers expect to buy roughly 800,000 pieces of
furniture, compared to 530,000
last year.
Lenovo Football fans plan to enjoy this year's Super Bowl festivities
in a variety of ways. Nearly a quarter (24.3%) of those polled plan
to attend a party, while one-in-ten (9.8%) plan to host a party.
Furthermore, 8.3 million consumers will be enjoying the game from
their favorite bar or restaurant.
Hard Drive "Retailers look forward to the Super Bowl every year, knowing
that it means big
business," said Phil Rist, Vice
President of Strategy for BIGresearch. "Home electronics and
team apparel sales are sure to beef up retailers' revenue as
consumers hit the stores in anticipation of Super Bowl
Sunday."
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