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Super Bowl XLIX By The Numbers

by John S Kiernan on January 25, 2015

Super-Bowl-XLIX-By-The-Numbers-2015-BadgeThe Super Bowl is a game of numbers, from the Roman Numerals that denote each contest to the millions of people and billions of dollars that are engrossed in it each year.

Given the societal importance of the Big Game, the emphasis it places on social media, and the fact that it's a global symbol of capitalistic extravagance, it only makes sense for WalletHub – the first social network built from the ground up around personal finance – to audit the figures that make the game tick.

That’s exactly what we did, and you can check out the resulting Super Bowl XLIX by the Numbers infographic below. We also interviewed a panel of leading economics and sport management experts about the economics of the Super Bowl, the state of the game and, of course, who will. You can check it out in our Ask The Experts section below.

Super Bowl 49 numbers 3

 

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Ask the Experts

  1. Who's your pick to win?
  2. What kind of economic impact do you expect hosting the Super Bowl to have on Phoenix?
  3. What trends do you expect from the commercials this year? Is Super Bowl ad time an effective investment for companies?
  4. What does it say about the current state of the education system in this country that the Super Bowl is being played at the University of Phoenix Stadium?
  5. How many Super Bowls do you ultimately expect there to be? What are the biggest issues facing the future of the league?
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  • Mark Moore Associate Professor of Sport Management, Department of Kinesiology, East Carolina University
  • Darin W. White Chair of the American Marketing Association Sports Marketing Academic Society (SIG), Professor of Marketing at Samford University
  • Marc Edelman Associate Professor of Law, Zicklin School of Business, Baruch College
  • Anita M. Moorman Professor of Sport Administration, University of Louisville
  • Gregory A. Krohn Associate Professor of Economics, Bucknell University

Mark Moore

Associate Professor of Sport Management, Department of Kinesiology, East Carolina University
Mark Moore
Who's your pick to win?

The game should be a toss-up but I believe it is the AFC turn. For that reason, I will select the Patriots.

What kind of economic impact do you expect hosting the Super Bowl to have on Phoenix?

Mega sporting events generate substantial revenue for host cities. The economic and psychological return should be HUGE for Phoenix and surrounding communities

What trends do you expect from the commercials this year? Is Super Bowl ad time an effective investment for companies?

I believe Super Bowl commercials will be creative as usual. Many will be linked to social media to engage the consumer and help their core message to go viral. Super Bowl ads can be effective investments if an organization has a national or international market and a large advertising budget to defray the substantial cost of these investments.

What does it say about the current state of the education system in this country that the Super Bowl is being played at the University of Phoenix Stadium?

The game being played at University of Phoenix should not present negative impressions on our educational system. It is really the result of emergent trends. First, the increased popularity of profit-making online universities and the growth and effectiveness of marketing through sport. Corporate marketers can often reach their target markets in appealing and relaxing environments through applying sport as a marketing tactic.

How many Super Bowls do you ultimately expect there to be? What are the biggest issues facing the future of the league?

The NFL is still in the growth stage. Hence, I don’t see the decline in the Super Bowl anytime soon. There should be at least 100 more Super Bowls.

Darin W. White

Chair of the American Marketing Association Sports Marketing Academic Society (SIG), Professor of Marketing at Samford University
Darin W. White
Who's your pick to win?

Seahawks .

What trends do you expect from the commercials this year? Is Super Bowl ad time an effective investment for companies?

Lots of integration with social media, encouraging fans to interact with brands during the game. We will also see at least half of the Super Bowl ads released on YouTube and other social media platforms a week or so before the game.

What does it say about the current state of the education system in this country that the Super Bowl is being played at the University of Phoenix Stadium?

The higher education industry has become hypercompetitive for quality students over the last decade. This has resulted in many universities now having full-time marketing departments and creating a position called chief marketing officer. They have also moved into non-traditional marketing channels such as sports sponsorship in an effort to gain an advantage.

How many Super Bowls do you ultimately expect there to be? What are the biggest issues facing the future of the league?

The league will struggle with sustained revenue growth in the years to come if they don't do a better job of reaching female fans. The domestic violence incidents over the last season and poor crisis marketing leadership from the top have hurt them within the female demographic. And since 86% of males in United States already proclaim to be a fan of the NFL most experts agree that the female demographic represents the NFL's best chance for growth going forward. I also expect to see them continue to search for revenue streams in the international marketplace but am yet to be convinced that is a viable option.

Marc Edelman

Associate Professor of Law, Zicklin School of Business, Baruch College
Marc Edelman
Who's your pick to win?

New England Patriots, 20-13.

What kind of economic impact do you expect hosting the Super Bowl to have on Phoenix?

The biggest beneficiaries of the Super Bowl will likely be Phoenix area hotels. Approximately 70,000 fans are expected to attend the Super Bowl this year. Because many fans will be arriving from out-of-state, the Super Bowl creates an optimal seller's market for regional hotels.

What trends do you expect from the commercials this year? Is Super Bowl ad time an effective investment for companies?

I would not be surprised to see at least one of the large daily fantasy sports contests purchase advertising time. No daily fantasy sports contest has ever advertised during the Super Bowl. But contests such as FanDuel have been advertising regularly on television throughout the NFL season and playoffs. Thus, a Super Bowl commercial seems within the realm of possibility.

What does it say about the current state of the education system in this country that the Super Bowl is being played at the University of Phoenix Stadium?

How many Super Bowls do you ultimately expect there to be? What are the biggest issues facing the future of the league?

Let's be serious: the Super Bowl is not going away anytime soon. But to avoid declining fan interest, NFL owners are going to do a far better job of reducing head injuries. NFL owners are also going to need to improve their fan base outside of the United States, and develop a more robust strategy to address the growing popularity in fantasy sports and other forms of online gaming among the league's core fan base.

Anita M. Moorman

Professor of Sport Administration, University of Louisville
Anita M. Moorman
Who's your pick to win?

I don’t have a favorite team playing in the Super Bowl this year, so just hoping for a close game and many entertaining commercials.

What kind of economic impact do you expect hosting the Super Bowl to have on Phoenix?

If prior Super Bowl economic impact is a sound indicator, the economic impact should be in the hundreds of millions of dollars for the Phoenix area. That would include overall spending, jobs supported, tax receipts, and value of media exposure. Consider the 2012 impact of the Super Bowl in Indianapolis.

What trends do you expect from the commercials this year? Is Super Bowl ad time an effective investment for companies?

It is very difficult to pinpoint direct return on investment for a $4.5+ million dollar 30 second advertisement but the Super Bowl consistently is the most watched US television program attracting more than 100 million viewers.

Advertisers may be looking for intangible brand boost and typically the investment is only undertaken by well-established global brands or emerging brands. The brief exposure from these ads and the interest the public has in the ads themselves (separate from the game) is to reinforce positive feelings about an established brand or to create very widespread interest in a new brand/product.

What is probably a better question is how to leverage social media in and around the advertisement now to expand the buzz beyond the game. An effective social media campaign could enable a company to invest in fewer ads (i.e. a single 30 second ad investment vs. 2+ ads) could produce the same exposure. For example, long term advertisers Coca-Cola and GoDaddy are both only running one commercial instead of two ads they bought in 2014. What appears to be missing from this year’s line-up of ads is any ads involving social commentary (that we know of) such as the one ran last year by the National Congress of American Indians.

What does it say about the current state of the education system in this country that the Super Bowl is being played at the University of Phoenix Stadium?

I think it is just a reflection of the stadium building and expansion occurring at the collegiate level. Many universities now compete in state of the art stadiums with all the amenities and capacity requirements necessary to host an event of the size/magnitude of the Super Bowl. A few of the 2014 and 2015 projects are included here. Certainly, it confirms that revenue generation and spending in college athletics, especially in Division I football and basketball continues to rise.

How many Super Bowls do you ultimately expect there to be? What are the biggest issues facing the future of the league?

There is no indication the consumer interest in the National Football League is diminishing. The NFL is the most profitable professional sports league in the United States and has long term sponsorship, licensing, and broadcasting agreements in place. Additionally, the NFL’s also dominates the fantasy sports business sector which should prove to be a lucrative new revenue stream for many years to come.

Gregory A. Krohn

Associate Professor of Economics, Bucknell University
Gregory A. Krohn
Who's your pick to win?

I am going with the Patriots. Their defense is good enough to limit Seattle's scoring, and I think that New England's offense will be ableto score multiple touchdowns.

What kind of economic impact do you expect hosting the Super Bowl to have on Phoenix?

Based on economic studies of previous Super Bowls, I would expect aneconomic impact of up to $100 million or so. The estimate of the Arizona Super Bowl Host Committee is $600 million. In the past, estimates of economic impact of $500-$600 million failed to account fully for the economic activity that is displaced by a Super Bowl, and perhaps overestimated how much game-related spending was re-spent in the local economy.
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John Kiernan is Senior Writer & Editor at Evolution Finance. He graduated from the University of Maryland with a BA in Journalism, a minor in Sport Commerce & Culture,…
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