Average Super Bowl Ad Prices, 2008-2017 [CHART]

Roughly 188.5 million Americans are expected to watch Super Bowl 52 on Sunday, reports the NRF based on a survey of close to 7,300 adults, and while that may be an optimistic forecast, it’s steady from last year. Planned spending surrounding the game has rebounded this year, up by 8.5% to an expected $15.3 billion. That would almost match the previous survey high of $15.5 billion projected in 2016.

On average, adults will each spend slightly more than $80 surrounding the game, with spending highest among 25-34-year-olds ($118). The most popular spending area is food and beverages, planned by 82% of those who expect to watch the game. Separately, a RetailMeNot survey reported here found average planned spending on alcohol to be $44 per person. And a survey from Valassis suggests that those spending on the game will most likely to do so from local businesses, with most going in-store to shop.

All told, about 3 in 4 adults (76%) surveyed by the NRF plan to watch the game. Research from Unruly has likewise found that 23% of adults don’t watch the game, so it’s fairly safe to assume that the Super Bowl will attract another giant audience (Nielsen tallied 111.3 million viewers for last year’s big game). Read the rest at MarketingCharts.com.