SVG/CEA Study: Super Bowl XLII expected to drive 2.4 million HD set sales

Super Bowl XLII is expected to drive the purchase of approximately 2.4 million high-definition television (HDTV) units, according to the third annual “Sports and Technology” survey conducted by the Consumer Electronics Association (CEA ) and the Sports Video Group (SVG).

The Super Bowl has retained the title of top driver for HDTV purchases for three years running, generating some $2.2 billion in HDTV sales this year alone. This year’s survey results show the Super Bowl is followed by college bowl games, the World Series, NBA Finals and NCAA March Madness as drivers of HDTV purchases. The true impact of these sporting events on CE sales is even higher when factoring in consumer purchases of high-def accessories such as HDMI cables, universal remotes, surround sound audio systems and mounting brackets.

“We have long known the Super Bowl influences HDTV unit sales,” said Tim Herbert, CEA’s senior director of market research. “We are now finding ties to other technologies consumers use to enhance their Super Bowl experience. This year, 18 percent of consumers watching the game expect to have a laptop PC nearby to check stats, IM with friends or check betting lines. Another 12 percent plan to use a PC in another room to check statistics during the game and 13 percent expect to use their mobile phone for the same purpose.”

The study also found that the Super Bowl experience does not end when the game clock expires. Fifty-seven percent of HDTV owners said they will go online after the game to view memorable moments or television commercials.

“While HD is still the primary driver, we’re seeing a rapid increase in adoption of technologies that provide viewers with even greater control over their sports TV experience,” said Ken Kerschbaumer, SVG editorial director. “This points to a whole new way of reaching the next generation of sports fan via multiple channels of media distribution.”

SVG and CEA’s “Third Annual Sports and Technology” survey was fielded to an online national sample of 2,278 U.S. adults during the period January 14 – 21, 2008. Results are weighted to reflect national online demographics. The margin of sampling error at 95% confidence for aggregate results is +/- 2.1%. It was designed and formulated by CEA and SVG. The complete study will be available free to CEA and SVG member companies in February 2008. Non-members will be able to purchase the study at www.eBrain.org.