Brands advertising in this year’s game have spent $3.5 million for 30 seconds of air time alone—not to mention the production costs but advertisers aren’t the only ones paying big bucks for the game; the average viewer is expected to spend $63.87 on team merchandise and apparel, food and decorations. That number is up from the $59.33 that viewers spent last year.
In 2011, a record breaking 111 million people tuned in to watch the big game. Considering the heated rematch between the New York Giants and the New England Patriots, that record is expected to be broken again this year with an anticipated 173 million viewers. Of these viewers, 63.6 million are expected to attend a Super Bowl party and 35.9 million are planning to host their own.
Most viewers are saying that the game isn’t the best part of the day; they enjoy coming together with friends, devouring foods and getting lost in the general excitement of the day. Nearly three-quarters of those planning to watch the game view the commercials as more entertaining than the game itself. According to The Retail Advertising and Marketing Association’s 2012 Super Bowl Consumer Intentions and Actions Survey, the commercials influence consumers’ awareness of brands and the desire to purchase the products they sell.