For yet another year, crowds at sports bars could be thin on Super Bowl Sunday, according to a recent study conducted by Chicago-based data and tech company Numerator.
Just 2 percent of consumers said they would watch the game at a bar or restaurant, said the study. Results were gathered from a survey that was fielded to 1,841 consumers between Jan. 12 and Jan 18.
Around three quarters of consumers said they plan to watch the big game at home, and most said that they are not ready to return to normal yet due to the recent omicron variant-fueled surge of COVID-19 cases. This might be why 55 percent of consumers covered by the study said they would watch the game alone or with people who already live in their household, up five points compared to previous years.
Since it was identified in November, the omicron variant has caused COVID-19 cases to spike worldwide. New cases finally started to decline in the U.S. by the time the Centers for Disease Control and Prevention published a Jan. 28 weekly COVID-19 update.
Most (62 percent) survey participants expected omicron to impact their Super Bowl plans and 26 percent expected COVID-19 would have a “significant” impact. While 30 percent of people age 65 or older said they would not be tuning into the game, 79 percent of Gen X respondents said they still planned to watch. Overall, 45 percent of people planning to watch said they were in it for the game and 42 percent said they were in it for the commercials.
With many people staying home for the game, 15 percent of respondents said they panned to buy new TVs for the Super Bowl. Many people said they planned to shop online ahead of the game, with one in four respondents planning to buy Super Bowl groceries online for the second year in a row.
More than 70 percent of shoppers expect inflation to impact their Super Bowl shopping. To mitigate inflation, 38 percent of people said they will look for promotions, 27 percent will choose lower-priced brands. 23 percent will shop at different stores and 10 percent will buy in bulk. Most people plan to spend the same on the Super Bowl as they did last year.
Close to 70 percent of watchers plan to buy alcohol for the game, with 45 percent buying beer, 23 percent buying wine, 20 percent buying spirits and 14 percent buying hard seltzer. Gen X and Millennial shoppers are planning to buy more hard seltzer and ready-to-drink cocktails than older generations.
Overall, 17 percent of people said they will make no Super Bowl purchases.
The Los Angeles Rams will face off against the Cincinnati Bengals for Super Bowl LVI title at SoFi Stadium in Los Angeles, Calif. on Feb. 13. Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige and Kendrick Lamar are slated to perform during the halftime show.
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