Big screen blitz

On Super Bowl Sunday, millions of Americans will be watching the big game on big televisions, making the tube the go-to receiver for pregame technology buying.

Televisions are a significant investment, typically ranging between $500 and $3000. The young-adults, ages 18 to 24, look to be the biggest customers, with one in 10 planning to purchase a television (and, in a nod to youthful priorities, only one in 20 buying new furniture in general). The National Retail Federation survey found that 158 million people will watch the Super Bowl this year.

The Port Washington, N.Y.-based NPD Group found flat-screen television purchases grew from 43 percent of the market during Super Bowl week in 2006 to 94 percent in 2008, with popular LCD models growing to 79 percent from 23 percent in the same span.

Since then, average television prices have fallen 22 percent in 2009 and an additional 6 percent last year.

According to NPD the 2010 holiday season increased TV sales by 5 percent, but decreased revenue by 2 percent, leaving retailers such as BestBuy, P.C. Richard and Sons, Walmart and Amazon all touting kickoff television deals.

Consumers plan on spending an average of $59 on Super Bowl-related merchandise, up from last year”™s $56, according to the National Retail Federation (NRF). Total spending for the February 6 Super Bowl is expected to reach $9.5 billion.
“Smart shoppers hold off on major purchases like televisions and entertainment centers until retailers are offering special discounts and promotions,” said Mike Gatti, executive director of the Retail Advertising and Marketing Association, a division of the NRF. “After a lackluster holiday season, retailers will be courting consumers with their very best deals on electronics, furniture, and food in anticipation of the Super Bowl. They are already offering low prices on popular TV brands for those who have their heart set on watching the game in better quality this year.”

According to the NRF, this year, consumers plan to purchase 3.9 million televisions for Super Bowl Sunday, up more than 50 percent from the 2.5 million that were purchased last year.

According to Phil Rist, vice president of strategy for BIGresearch, an Ohio-based consumer market intelligence firm: “For many Americans, there is nothing better than watching football with friends and family, especially if they”™re also showing off a new TV.”
TVs this year are jam-packed with more features than ever before, though some will not apply to the game. Not surprisingly this year”™s NFL Super Bowl game will not embrace the new technology of 3D home televisions, with fewer than 2 percent of consumers actually owning a 3D TV.

Other television technologies, however, will apply to the big game. According to New York-based The Nielsen Company, 35 percent of households have service that offers DVR playback systems, enabling game viewers to rewind a humorous commercial or replay a great catch.

According to Consumer Reports, the brands leading the manufacturer of televisions going into 2011, all of which offer high-definition models, were Samsung, Pioneer, Vizio, Sony, and Sharp. Brands Panasonic, LG and Mitsubishi were shown to be the close followers of the top five.