TV Sales Are One of Many Reasons to Be Interested in Super Bowl LI
Ben Arnold, Executive Director, Industry Analyst ;
Even though we are just casual NFL fans in my house, the Super Bowl is still an exciting event for us. This year, my wife and kids are looking forward to Lady Gaga’s halftime performance – and they’ll probably even check out the Puppy Bowl. I always watch the entire Super Bowl; however, I find the big-budget commercials to be more memorable than the game itself each year. Such is life as a fan of the perennial 7-9 team in Washington D.C.…
Regardless of one’s team affiliation, Super Bowl week is a net positive for the big screen TV market. For consumers, of course, it’s about getting a good deal. Last year, during the week leading up to Super Bowl L, the average selling price for a 55-inch flat panel TV was $738, $40 lower than the preceding 12-month average and the lowest level seen for the 52 weeks ending that week, according to The NPD Group’s Weekly Retail Tracking Service. Prices for 4K TVs were attractive during the week leading up to last year’s Super Bowl as well, averaging $962 for a 55-inch set, 11 percent lower than the 12-month average. This level of price promotion achieved its desired effect, driving a 25 percent increase overall in 55-inch unit sales for the 2016 Super Bowl week over the same week a year prior.
The markets of the teams who make it to the Super Bowl see a lift in sales before game day, too. Last year, February sales of TVs 55 inches and above grew in both Charlotte and Denver by 47 percent over the same month a year prior (nationally, sales grew by just 30 percent). Similar to last year, this year’s game pits a perennial favorite, New England, against a team that hasn’t been in the big game since 18 years ago, Atlanta. For that reason, I expect to see a sharp increase in unit sales, especially in Atlanta this year. Falling prices and new technologies like HDR and OLED will also continue to help drive increased sales in these markets, as they have nationally throughout the past year.
No matter what your rooting interest this weekend, Super Bowl LI looks to be another promising event for the TV market. For bargain hunters, the big game provides Black Friday level pricing on many size segments, while those looking to upgrade their primary set to the latest and greatest technology can find deals from many of the top-tier TV brands. Add to this one powerhouse, big-market team and another who hasn’t been to the Super Bowl in almost a generation and you have the makings for another successful TV sales event.