This year’s Superbowl will pit Carolina against Denver. But regardless of which team is the victor, TV set vendors will win.
Six percent of U.S. households surveyed by NPD this winter for its December 2015 Omnibus study said they intended to buy a TV set in advance of this year’s Super Bowl, which is due to be played in San Francisco February 7. That rose to 10% among Millennials.
Superbowl and TV Sales
If the recent past is any guide, TV set sales may be particularly strong in Charlotte and Denver, NPD points out. Last year’s Superbowl teams were Boston and Seattle, where unit sales were up 20% and 13% year over year, respectively, in the run-up to the game.
Overall, sales of big-screen TVs (50 inches and up) were 15% higher than they were in January 2014.
January is a good time to buy a big-screen TV set from consumers’ perspective, NPD notes. The average selling price in the U.S. last January was $527, lower than any other month in 2015 barring November and December. Nonetheless, NPD found that TV-set average selling prices in Boston ($561) and Seattle ($537) were higher than the national average, an indication that it was fan demand rather than attractive pricing that drove sales gains for the month.
“It will be interesting to see how TV sales in each teams’ home city perform this year given that one team, Denver, was just in the game two years ago, and Carolina last played in 2004,” commented Ben Arnold, NPD Consumer Technology executive director and industry analyst.
“We expect to see a bigger year-to-year jump in sales in Charlotte since they haven’t played in the Super Bowl in a dozen years. We also may see a larger than expected increase in Denver given the increased affordability and selection of big screen and 4KTVs compared to just two years ago.”