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State of the Screens

Super Bowl LV Parties: By the Numbers

By February 8, 2021No Comments

Big question #1: How will the pandemic impact Super Bowl watch plans?

Quick answer: 48% plan to watch from home with their immediate family.

Share of viewers watching Super Bowl with others outside of their household according to IRi:
1) 2020 – 22%
2) 2021 – 17%

Plans to Watch This Year's Super Bowl Varies By Generation

Total expected Super Bowl party spending (YoY growth) according to National Retail Federation:
1) 2011 – $10.1B (↑ 13%)
2) 2012 – $11B (↑ 9%)
3) 2013 – $12.3B (↑ 12%)
4) 2014 – $12.4B (↑ 1%)
5) 2015 – $14.3B (↑ 15%)
6) 2016 – $15.5B (↑ 8%)
7) 2017 – $14.1B (↓ 9%)
8) 2018 – $15.3B (↑ 9%)
9) 2019 – $14.8B (↓ 3%)
10) 2020 – $17.2B (↑ 16%)
11) 2021 – $13.9B (↓ 19%)

Super Bowl Party Spending

Wow: 7 out of 10 Super Bowl watchers plan to overindulge in food today.

Asking for a friend: How do we define overindulge?

Quick answer: 10,821 calories or 4.5 times the recommended calorie intake!

Big question #2: What is the party favorite this year?

Quick answer: Chicken wings.

Price for a 40-pound bag of chicken wings (YoY growth) according to Darren Rovell (a trusted source):
1) 2020 – $75
2) 2021 – $125 (↑ 67%)

Quick math on chicken wing consumption during the Super Bowl:
1) ≈114M viewers
2) $3B in estimated chicken wing spend
3) 1.4B pounds of wings consumed
4) 4.5 wings/pound
5) 6.4B wings consumed
6) 56 wings/viewer (seems high)
7) $26 average wing spend/viewer
8) $4.70 for average 10-wing order

PSA: The Google Maps tells Mr. Screens he is 402 miles away from the closest Roosters location. Some spicy garlic (all drums of course) on dry ice would be much appreciated!

Roosters a fun, casual joint

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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