America’s favorite day to eat wings, drink beer and sit on the couch is nearly here. The first Super Bowl game was played in 1967, and over the past 51 years, has grown into quite a spectacle. This year, more than 188.5 million people are expected to tune in for Sunday’s festivities. If sports aren’t your thing, then you’re part of the 24% of Americans who watch it for the attention-grabbing commercials. And these brands are betting—very large sums of money—on consumers checking out their ads. But brands aren’t the only ones spending money during the Super Bowl. Super Bowl weekend brings in serious revenue from consumer spending for liquor stores, restaurants and grocery stores.

It’s not the Super Bowl without big-budget, star-studded commercials. NBC said it will bring in $500 million in revenue for programming on Sunday alone. According to Ad Age Datacenter, ad spending for commercials during the broadcast is estimated to be around $419 million. The average cost for a 30-second commercial during Super Bowl LII is just over $5 million—that’s $168,333 per second! And it looks like the commercials are worth the expensive price tag. Adweek conducted a study that showed 49% are more likely to buy from a brand after seeing a good Super Bowl ad, and 69% are less likely to buy from a brand after seeing a bad commercial.

Consumers carry the spending momentum through from the holiday season into their Super Bowl festivities. Whether hosting a party or going to a bar, consumers are going to spend on the game. American adults are expected to spend an average $81.17 for a total of $15.3 billion, up from $14.1 billion last year. The average American hosting a Super Bowl watch party will spend around $207.16 on food, beverages, decorations and fan gear.

Super Bowl is the second biggest eating holiday in America, which bodes well for food and liquor sales. In 2017, shoppers spent $502 million on chips, $80 million on chicken wings, $100 million on meat snacks, $60 million on deli sandwiches, and $81 million on deli salads (for those health nuts). Additionally, $1.3 billion was spent on beer, $597 on wine, and $503 million on liquor. Not too bad for one weekend of sales!

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