Blog Post

2019 Super Bowl Infographic Part 3 – What Media Buyers Need to Know to Prepare for the Big Game

02/01/2019 - Sierra Ducey

Digilant is excited and ready for Super Bowl LIII, especially with our hometown team competing in this year’s game. To help media buyers and advertisers prepare for it, we released a Super Bowl 2019 infographic that includes consumer behavior trends, data related to viewing preferences, social media actions and shopping behavior.  Regarded as the advertising opportunity of the year, the Super Bowl has become a one of kind opportunity for advertisers. Most brand marketers can’t afford the mid-game TV spots, but that doesn’t mean that they should miss out on the opportunity to get in front of potential customers.  Digilant’s infographic is meant to inspire media budget holders to make informed decisions on how, where and when to buy digital and programmatic advertising before, during and after the 2019 Super Bowl.

Download the infographic here.

Purchasing Power

The beginning of each year is chock full of resolutions, celebrations, Super Bowl announcements, and, inevitably, spending upon spending. The average American will shell out around $81.17 for the big game on February 3, 2019, with 25 to 34 year olds spending $118.43 in the name of football. This in mind, it comes as no surprise that consumer spending does not only occur after watching highly anticipated Super Bowl commercials, but before: on team merchandise, food, drinks, and party decorations. 45 million people are estimated to hold a party this year for the event and that comes hand in hand with a substantial price tag.

The Super Bowl is a holiday of its own. Unlike winter festivities and special occasions, this football oriented event reaps delayed spending habits due to not knowing which teams will be competing until a week prior. Once the championships pass and more details become known, the spending commences with 30% of shoppers making purchases at least one week before the game, 69% doing so just a day or two before, (or even the day of,) according to Valassis.

his procrastination is important for digital marketers to pay attention to, particularly when planning rollouts and reviewing initiatives.

2018 Super Bowl projections can give advertisers a glimpse into the immense purchasing power of 2019 football fans. Of the 76% who planned to watch the game, 82% intended to buy food and beverages, 11% wanted to buy team gear as soon as possible, 8% aimed to purchase new televisions, and another 8% sought out football decorations for household gatherings. 188.5 million people watched the Super Bowl last year. And, with streaming and alternate viewing options becoming more popular, more fans are watching and more money is being spent.

To overlook the potential for revenue during this exciting time of year would be playing a losing Game.

Research gathered from the 2017 Super Bowl suggests that consumers flock to grocery stores and catering desks before the big kickoff. The numbers are large and should excite those residing in the food and beverage industry – 2019 and beyond. $1.3 billion was spent on beer and flavored malt drinks, for instance, with $597 million spent on wine and $979 million spent on soft drinks. Nielsen research also revealed the $81 million spent on salads, $60 million spent on sandwiches, and whooping $278 million allocated toward potato chips alone. The readiness of viewers to spend big for this big event is an opportunity that marketers should keep in mind – and look forward to – as the football season comes to a close each year. And with the 2019 season ending soon, advertisers and fans alike should anticipate major spending pursuits in just the matter of days.

Interested in incorporating any of the programmatic tactics we discussed throughout the Super Bowl infographic blog posts into your 2019 digital advertising plan? At Digilant, we provide experienced and informed hands-on decision-making to manage all aspects of programmatic buying for clients. Reach out to us here.

Did you read all 3 parts of our series The 2019 Superbowl: What Media Buyers Need to Know to Prepare for the Big Game. Check out part one here.

Like what you see? Join the 500+ clients that have partnered with Digilant.