The Super Bowl isn’t just the biggest sporting event of the year—it’s the ultimate consumer spectacle. From record-breaking viewership to billions spent on food, beverages, tech, and more, this annual event continues to redefine the playbook for businesses aiming to win big with consumers.
The Super Bowl’s Broadening Appeal
Last year’s Super Bowl drew a staggering 123.7 million average viewers, the largest TV audience on record, with 202.4 million people tuning in to watch at least part of the game. While football fans are the heart of this event, cultural moments like Usher’s halftime show, appearances of a certain mega-star football girlfriend, and broader entertainment value have expanded its reach to even larger and more diverse audiences. The Super Bowl is now a cultural phenomenon that resonates far beyond sports.
Consumer Spending Hits $17.3 Billion
In 2024, Americans pulled out all the stops for Super Bowl LVIII, spending an estimated $17.3 billion, up nearly $1 billion from 2023. The average consumer spent $86.04 on food, drinks, apparel, decorations, and other game-day essentials. Whether hosting a party, attending a gathering, or enjoying the game at a bar, consumers showcased their enthusiasm through significant purchases.
Download the latest report from NIQ Brandbank and GfK Etilize to learn how to prepare your brand for this massive retail occasion. In our report, you’ll learn:
- What consumers are purchasing ahead of the game, from food & drink to electronics
- Tips for how to manage the omnichannel experience
- Case studies you can learn from
- All the info you need to craft winning product content strategies ahead of the biggest sporting/retail event of the year!
Get the full report now to unlock exclusive insights and actionable strategies for the 2025 Super Bowl and beyond.
