Attractive Pricing, Big Game Interest Likely to Drive Sales in Super Bowl Team Cities
PORT WASHINGTON, NEW YORK, JANUARY 30, 2014 – The days leading up to the Super Bowl provide a big boost to retailers and TV manufacturers selling big screens. According to The NPD Group’s Weekly Tracking Service, the week prior to Super Bowl Sunday is the third largest sales week for TVs 50 inches and above- just behind the first two weeks of the winter holiday season which includes Black Friday and Cyber Monday.
Interest in watching the game is likely driving much of the demand in the days leading up to the Super Bowl, especially in the home cities of the teams playing. In 2013, January sales of TVs with screens 50 inches or larger spiked 88 percent and 79 percent in the San Francisco and Baltimore markets, respectively, compared to the year prior according to The NPD Group’s Geo Level Tracking Service.
“Sporting events like the Super Bowl are best experienced on a big screen,” said Ben Arnold, executive director, industry analyst at NPD. “So it makes sense that we see sales of big screens spike before the year’s biggest football game.”
Lower prices also help to fuel sales leading in to the Super Bowl. In the week prior to Super Bowl XLVII in 2013, the ASP for a 50-inch flat panel set was $590, 5 percent below the average price for the surrounding six month period (December through May). 60-inch TVs sold for just under $1,100, 9 percent below the 6 month average. By comparison, average prices for sets below 50 inches did not drop leading up to the Super Bowl.
“For the consumer who missed out on the big holiday TV sales, Super Bowl week is a second chance to update their set,” said Arnold. “The opportunity to watch the game on a new big screen TV at an attractive price makes it a good time, regardless of your level of interest in the game.”