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Home is Where the Super Bowl Is
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Home is Where the Super Bowl Is

When it comes to watching the Super Bowl, there’s no place like home. The great majority of U.S. households – 9 out of 10 – tell Nielsen they will be watching Super Bowl XLV at home or at a friend or relative’s house instead of watching it from a restaurant or bar. And while watching the game at home, only five percent of households expect to spend more than last year on food and beverages for the event, consistent with Nielsen’s findings in 2010.

“Consumers adjusted their behavior during the recession, and we see that trend playing out with the Super Bowl,” said James Russo, vice president, Global Consumer Insights at Nielsen. “Still very concerned about jobs and rising gas prices, consumers remain pragmatic with their spending. They are reducing their spending on entertainment and take-out, spending less on clothes and cutting back on expenses where they can, especially in mid to lower income households. That said consumers overall are cautiously optimistic so we don’t expect to see consumers cutting back as dramatically as they did last year.”

Nielsen’s survey of more than 60,000 U.S. households shows that 85 percent of Super Bowl viewers plan to spend the same amount or less on food and beverages for the Super Bowl this year, while only five percent plan to spend more.

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The Most Popular Holiday for Beer Sales?  Not the Super Bowl.

While beer and football may seem like a perfect combination, the Super Bowl is not the most popular beer holiday in the U.S. Nielsen’s research shows that the Super Bowl ranks relatively low among holiday beer sales, after Labor Day, Memorial Day and the Fourth of July.

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Snacks, Get Your Snacks

Super Bowl viewers stock their at-home parties with snacks, nearly 177 million pounds of snacks. The potato chip is the Super Bowl king of snacks, with nearly 46 million pounds sold.

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“At-home Super Bowl viewing is an opportunity for grocery stores, mass merchandisers and other retailers selling food and beverage items,” said Russo. “The consumer is in control, now more than ever, and how food and beverage retailers demonstrate value and innovation to capture consumer spending, for big at-home viewing events like the Super Bowl or the Oscars is critical.”