Millions To Buy TV Sets To Watch Super BowlMillions To Buy TV Sets To Watch Super Bowl

A retail group predicts that consumers will buy nearly 4 million television sets for the Super Bowl.

The Retail Advertising and Marketing Association survey on Super Bowl consumer intentions and actions predicted that television and furniture sales will increase over last year for football's big day. The survey, released Wednesday, said that consumers plan to buy more than 3.9 million televisions for Super Bowl Sunday, a 50% increase from 2.5 million last year.

Consumers expect to buy up to 1.8 million pieces of furniture this year, compared with 1.3 million last year. People between the ages of 18 and 24 will outspend older consumers, according to the survey, which predicts that 9.8% of viewers in that age group will buy a new television and 4.9% will buy new furniture.

The survey predicts that 158 million people will watch the big game this year and consumers plan to spend $59.90 on average for Super Bowl-related goods. That's up from last year's $56.04.

Total spending for the Super Bowl is predicted to reach $9.5 billion, RAMA said.

"Smart shoppers hold off on major purchases like televisions and entertainment centers until retailers are offering special discounts and promotions," said Mike Gatti, RAMA executive director, in a statement. "After a lackluster holiday season, retailers will be courting consumers with their very best deals on electronics, furniture, and even food in anticipation of the Super Bowl."

Seventy percent of consumers plan to watch Super Bowl XLII on Feb. 5, compared with 69.7% who watched last year's Super Bowl. Just over 67 % of viewers will buy food and beverages, while 6% will buy team clothing and accessories. "Though this year's teams are both from the Northeast, people across the country will be watching the Super Bowl for entertainment," Phil Rist, VP of strategy for BIGresearch, said in a statement. "For many Americans, there is nothing better than watching football with friends and family -- especially if they're also showing off a new TV." Most viewers (46.7%) say the game is still the most important part of the Super Bowl, while 36.3%, or 41.5 million consumers, will watch because of the commercials. Nearly 76% of viewers said they view Super Bowl advertisements as entertainment, but 11.1% think they make the game last too long. Another 4.3% said they are bothersome.

Eighteen percent of viewers wish that companies would just save their advertising money and pass the savings along to shoppers. However, 18- to 24-year-olds are twice as likely as other groups advertisers (12.6% vs. 6.1% average) to say that Super Bowl advertisements encourage them to buy products from the advertisers.