• Marr Media Team

How Local Businesses Can Get Their Share Of The $15.3B Super Bowl Pie


Back in January, during Super Bowl season, Mad Media's Founder & CEO, Tessa May Marr had the opportunity to contribute to a Forbes article regarding marketing for the big game.

Pro tip: For Tessa's quote, scroll down to the last section (it's a hefty article!)

[This article is repurposed from Forbes author, Pamela N. Danziger.]

The National Retail Federation predicts that Americans will spend upwards of $15.3 billion associated with the upcoming Super Bowl, which will air February 4 with the Philadelphia Eagles battling the New England Patriots in US Bank Stadium in Minneapolis. While planned viewership will remain stable at 118.5 million people this year, adults are expected to increase spending by 8.5% over last, or an average of $81.17 per adult.

“Consumers are carrying strong spending momentum from the holiday season into their Super Bowl festivities,” said Phil Rist, evp of Prosper Insights & Analytics, which conducted the survey of over 7,000 Americans.

While food and beverage businesses will benefit most from this year’s Super Bowl spending, team apparel and accessories brands and businesses that sell televisions and decorations will also attract new customers leading up to game day.

In an effort to explore ways that businesses, not just in the team and host cities but across the country, can make the most of the marketing opportunities the Super Bowl represents, I researched and found some cool ideas for cross-promoting local businesses with a Super Bowl theme.

Super Bowl means party time

Over 40% of the consumers NRF/Prosper surveyed plan to host (18%) or attend (28%) a Super Bowl party and another 5% will watch the game on-premise at bars and restaurants. That means food and beverage purchases will be top of mind on game day and leading up to it.

Valassis, the “intelligent media delivery” company known for its Sunday newspaper coupon supplements, dug more deeply into people’s party plans. What they found is that local small businesses have an outsized marketing opportunity to capture the more than $50 on food and beverage purchases the consumers surveyed have planned. Valassis is owned by Harland Clarke Holdings, which is a wholly owned subsidiary of MacAndrews & Forbes Incorporated.

“Shopping around Sunday’s Big Game presents a valuable opportunity for restaurants and retailers of all sizes to boost sales and start the New Year strong,” said Curtis Tingle, chief marketing officer, Valassis. “Based on our findings, small, local businesses should expect to see the biggest gains as consumers value convenience and proximity above all else when it comes to hosting parties for this event.”

They advise local businesses to be top of mind in advance of game day, with nearly one-third of party hosts planning to shop up to a week before, with the majority making purchases a day or two before. In planning their party menus, Valassis finds that one-third of shoppers will be guided by in-store circulars looking to save up to $15 on their party purchases through deals, coupons and other offers.

“This is an important time for small businesses – particularly restaurants and pizza shops – to be top of mind with local consumers,” said Steve Hauber, president, Valassis Local Solutions. “Those making a concerted effort to reach shoppers with hyper-local marketing can expect to see a greater impact on sales as game-day consumers prefer to order out and pick up food close to home.”