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My first Super Bowl post: The numbers, from chips to Victoria's Secret



Sbtampa09logo Sports fans love numbers, so the measurement company Nielsen has cooked up a wide range of digits to describe the impact of past Super Bowls on everything from album sales to potato chip consumption.

For example, the company says Prince's catalog sales and digital downloads more than doubled in the week following his Super Bowl halftime performance in 2007 -- jumping to 34,000 units sold and more than 102,000 downloads.

Also according to Nielsen, consumers purchased nearly 52-million cases of beer in the two weeks surrounding last year's Super Bowl, and bought more than $146 million in potato chips (tortilla chips were close behind at $125 million).

As we get closer to Sunday's Super Bowl in Tampa, expect bay area media outlets -- including the St.Princehalftime  Petersburg Times -- to cover every conceivable angle and then some. This is one of the last events in America to draw a big crowd, so every local media outlet is desperate to become your go-to source for Super Bowl information.

And if you doubt the ubiquity of of the nation's most-watched sporting event, then peruse a few of these numbers provided by Nielsen: 

TELEVISION: Last year’s tilt between the Patriots and the Giants was viewed by a record 97.5 million people nationwide. As expected, the Super Bowl was the most-watched TV broadcast in 2008.

ADVERTISERS: The cost of a 30-second spot in last year’s Super Bowl was $2.7-million. Total spending for the game reached approximately $200 million. Anheuser-Busch bought the most commercial time (4 minutes total). The highest-rated commercial minute was the Victoria’s Secret spot at 9:44 p.m., seen by 103.7 million viewers. The most-liked ad was produced by the NFL. The most-recalled ad was produced by FedEx.

ONLINE: Super Bowl advertisers saw a 24 percent jump in Web traffic the day after last year’s Super Bowl. The Pepsi commercial featuring Justin Timberlake gathered the most Internet buzz.

Tompetty MUSIC AND MOVIES: In the week following Tom Petty & the Heartbreakers’ halftime performance last year, sales of their “Greatest Hits” album jumped 196 percent. Petty’s “Anthology: Through the Years” album jumped 240 percent that same week. Box office sales on the weekend of Super Bowl Sunday show notable decline. The NFL Super Bowl XLII DVD was the No. 1 sports DVD in sales in 2008.

SNACKS AND BEER: The Super Bowl is the 8th-largest beer-selling event each year. Markets with hometown teams involved in the big game are more likely to buy more beer. Potato chips are the snack of choice at Super Bowl parties, but tortilla chips are quickly gaining.Beertubsuperbowll 

CONSUMER TRENDS: There’s a softer side to football fans. People identifying themselves as avid NFL fans outpaced total U.S. spending in skin care by 74 percent from 2005 to 2007. NFL fans are also more likely to own hi-tech electronic items than the average adult.

DEMOGRAPHICS: About 138 million adults -- or more than 60 percent of the adult population in the United States -– are NFL fans. The league is slightly more likely to attract fans from higher education and income brackets. Fans are also generally more physically active than the average American.


Super Bowl TV ratingsHotfootballfans

Average viewers
2008 -– Fox –- 97.5 million
2007 -– CBS -– 93.1 million
2006 -– ABC -– 90.7 million
2005 -– Fox -– 86.1 million
2004 -– CBS -– 89.8 million

Program after the game
(avg. viewers, in millions)

2008 -– House -– 29.1
2007 -– Criminal Minds -– 26.1
2006 -– Grey’s Anatomy -– 21.0
2005 -– The Simpsons -– 23.1
2004 -– Survivor All-Stars -– 33.5

Top 10 local market average household ratings -– 2008
1. Boston -- 55.6%
2. Indianapolis -- 54.1%
3. Jacksonville -- 52.0%
4. Pittsburgh -- 50.8%
5. Fort Myers-Naples -- 50.7%
6. Washington, D.C. -- 50.3%
7. Columbus -- 49.8%
8. Kansas City -– 49.7%
9. Milwaukee -– 49.7%
10. Tampa-St Pete -– 48.8%

Average 30-second cost of an ad
2008 -- $2.7-million
2007 -- $2.4-million
2006 -- $2.5-million
2005 -- $2.4-million
2004 -- $2.3-million


[Last modified: Wednesday, July 21, 2010 2:54pm]


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