HPED 3630 Lecture Notes - Lecture 2: Super Bowl Li, Nordstrom, Super Bowl 50
9 Feb 2020
School
Department
Course
Professor
Keegan Linwood
201594519
1
Market Analysis Assignment
HPED 3630-001
Keegan Linwood
201594519
November 21st, 2018
Keegan Linwood
201594519
2
Super Bowl Market Analysis
Introduction
The Super Bowl is a massive sport tourism event held every year in early February. It
represents the culmination of the NFL season, as the AFC and NFC champions face off in the
biggest game of the year. Over the 52 year history of the Super Bowl, it has morphed into a
spectacle that represents American culture as a whole. The game, commercials, halftime show,
and 8 hour pre-game shows have become synonymous with Super Bowl Sunday. The Super
Bowl is played in front of massive stadiums with capacities over 100,000 people, like AT&T
Stadium in Dallas, Texas. With upwards of a hundred thousand people watching live, and
millions watching from home, it is important to understand who is attending the Super Bowl. By
understanding key target market factors for Super Bowl attendees, the NFL can better
understand their current target market, and find more effective ways to expand their market to
grow the game.
Demographics and Socioeconomics
Super Bowl LII took place on February 4th, 2018 in Minneapolis, Minnesota. Super Bowl
LII had an attendance of 67,612 people in U.S. Bank Stadium (Minnesota, 2018, para. 18). Of
these attendees, approximately 30% were between the ages of 45-65 (Dervan, 2018, para. 6),
which is very similar to the average age of the NFL viewer (Notte, 2017, para. 5). The 45-65 age
range was the largest age cohort of Super Bowl LII attendees. Only 13% of attendees were over
65, and another 13% were between the ages of 20-30 (Dervan, 2018, para. 6). This means that
the majority of Super Bowl attendees are in the 30-65 age cohort, which signifies a middle aged
viewing audience.
In terms of income, an estimated 35% of Super Bowl LII attendees had an annual
household income exceeding $100,000 U.S. (Dervan, 2018, para. 5). This is 8% higher than the
national average of 27% of U.S. households with an income above $100,000 U.S. (Dervan, 2018,
para. 5). Approximately 20% of attendees had an annual household income between $60,000
and $100,000 U.S. (Dervan, 2018, para. 5). Therefore, the majority of Super Bowl attendees had
an annual household income above $60,000 U.S. Given the fact that the average ticket price for
Super Bowl LII was $3,900, higher income attendees are expected (Dervan, 2018, para. 5). This
signifies an upper and middle class viewing audience, simply because they have more
expendable income to spend on a trip to the Super Bowl.
In terms of education level, the majority of Super Bowl LII attendees were college
educated (Dervan, 2018, para. 7). 28% of attendees had a bachelor degree from some college
institution (Dervan, 2018, para. 7). Upwards to 19% of attendees reported having a graduate
degree (Dervan, 2018, para. 7). A quarter of attendees reported had at least some college, but
no degree (Dervan, 2018, para. 7). Therefore, only 28% of Super Bowl LII attendees had no
college education (Dervan, 2018, para. 7). With 72% of attendees having at least some college
Document Summary
The super bowl is a massive sport tourism event held every year in early february. It represents the culmination of the nfl season, as the afc and nfc champions face off in the biggest game of the year. Over the 52 year history of the super bowl, it has morphed into a spectacle that represents american culture as a whole. The game, commercials, halftime show, and 8 hour pre-game shows have become synonymous with super bowl sunday. Bowl is played in front of massive stadiums with capacities over 100,000 people, like at&t. With upwards of a hundred thousand people watching live, and millions watching from home, it is important to understand who is attending the super bowl. By understanding key target market factors for super bowl attendees, the nfl can better understand their current target market, and find more effective ways to expand their market to grow the game.
