As Super Bowl XXXIX approaches, several VNU businesses released trends related to the big game. VNU has combined data from numerous sources, including television ratings, advertising expenditures, Internet measurement, album sales, box-office, consumer and lifestyle information, merchandise sales, consumer segmentation and targeting, comprehensive market research, and retail consumer sales for an in-depth analysis of the event. The VNU information shows that the Super Bowl reached all areas of media and marketing. Continued from yesterday:

Internet Traffic (Nielsen//NetRatings)

The Superbowl.com site drew 865,000 unique at-home visitors in the week ending Jan. 23, 2005; according to Nielsen//NetRatings. On average, Web surfers spent nearly 6.5 minutes on the site catching the latest facts and figures prior to the big day. The most popular page, of course, was the scoreboard with 14.2% of the site's audience.

NFL Team Sites collectively drew 1.3 million unique at-home visitors in the week ending Jan. 23, 2005; according to Nielsen//NetRatings. Web surfers spent on average over 8 minutes on the team sites digesting about 10 pagers per person. The most popular team site was the Philadelphia Eagles with 18.1% of the site's audience compared to Pittsburgh Steelers, which drew 15.3% during the week of the Conference Championships. Favored Super Bowl team, the New England Patriots captured 13.2%. Despite no post-season games, 8.5% of traffic visited the Dallas Cowboys' team site.

According to Nielsen//NetRatings, traffic from home and from work to www.Superbowl.com has consistently surged year-over-year during the weeks leading up to the Super Bowl. Visitors going to Superbowl.com during the week previous to the event have gone from 532,000 unique visitors at home in 2000 to nearly 1.8 million in 2003. In 2001, 345,000 at-work visitors went to Superbowl.com, while in 2003 more than 1.2 million visitors at work visited the site in the week prior to Super Bowl.

Album sales (Nielsen SoundScan)

Last year's Super Bowl performers, Justin Timberlake, Janet Jackson, Kid Rock and Nelly all saw their album sales increase following their performance. Justin Timberlake's album, "Justified", saw an increase of sales by 160% following the game. Three of Janet Jackson's albums saw an increase in sales of more than 100% including - "Rhythm Nation", "Velvet Rope" and "All For You" whose sales had the highest increase at 160%. Nelly's albums saw a 56% increase for his album, "Nellyville" and Kid Rock's self-titled album had a sales increase of 25%.

In 2003, Shania Twain and the group No Doubt both saw an increase in their album sales. Twain's 2002 album, "UP!" saw a 41% increase in sales the week after the Super Bowl game while her sales increased 48% for her 1997 album, "Come On Over". No Doubt's 1995 album "Tragic Kingdom" increased sales by 58% in the week after the game.

In 2002, U2's sales for their 2000 album, "All That You Leave Behind" saw a sales increase of 142%. In 2001, Aerosmith's "Greatest Hits" album sales increase by 100% while NSYNC saw an increase of 23% for their 2000 album "No Strings Attached". In 2000, Phil Collins saw a 57% increase in sales for his 1990 release, "Serious Hits-Live!" and a 44% increase for his 1998 release, "Hits". In 1999 Big Bad Voodoo Daddy's self-titled album, "Big Bad Voodoo Daddy" sales increased by 183% the following week.

Box office gross (Nielsen EDI)

The Super Bowl also has an effect on the box office. According to Nielsen EDI, over the past five years the average domestic box office gross for a winter weekend versus the average Super Bowl weekend is down by about $11 million on game day (Sunday). This weekend two new movies are opening up to a wide release on Friday, February 4, including "Boogeyman" and "The Wedding Date". On January 30, 2004, three new movies opened up including "The Perfect Score, "The Big Bounce" and "You Got Served".

Consumer and lifestyle information (Scarborough Research)

Scarborough Sports Marketing analyzed the consumers who tune into the game and their consumption patterns in top advertising categories such as automotive, movies, beverage, and finance.

Automotive - According to Scarborough Research, fourteen% of Super Bowl viewers* plan to lease or purchase a new vehicle of some kind during the next year. They are 29% more likely than all adults nationally to plan to spend $25k or more on their new vehicle.

Movies - Super Bowl viewers are 11% more likely than all consumers to have attended the movies three or more times during the past three months, and one-third (33%) of Super Bowl viewers usually see a movie either on its opening weekend, or within the first two weeks of its opening.

Beer - It is no surprise that Super Bowl viewers ages 21+ are 23% more likely than the national average to have had a beer during the past month. Domestic light is the beer of choice, according to Scarborough. 36% of Super Bowl viewers 21+ consumed this type of beer during the past month. Twenty-seven% drank domestic regular beer, and 24% drank an imported beer, but only two% of Super Bowl viewers 21+ consumed non-alcoholic beer during the past 30 days.

Other Alcohol - Super Bowl viewers aged 21+ are 21% more likely than all consumers to have bought champagne/sparkling wine during the past three months, according to Scarborough. One-quarter (25%) of Super Bowl viewers purchased red wine during the past three months, and they are 16% more likely than all consumers 21+ to have done so.

Internet - One-fifth (20%) of Super Bowl viewers spent $500 or more online during the past year, and they are 17% more likely than all consumers to have done so, according to Scarborough. Five% bought flowers online, and they are 18% more likely than all consumers to have done so.

Finance - Scarborough finds that Super Bowl viewers are more likely than the national average to have various types of investments. Stocks or stock options (41%), mutual funds (39%), and money market funds (26%) are among the top investments of Super Bowl viewers. They are also 13% more likely to have a second home or real estate property.

Restaurant Patronage - Super Bowl viewers are 13% more likely than all consumers to have eaten at a fast food restaurant five or more times during the past 30 days, according to Scarborough. They are also 13% more likely than all consumers to have eaten at a sit-down restaurant five or more times.

Consumer Products (ACNielsen)

ACNielsen reviewed over 650 food and beverage product categories sold in grocery stores to see which ones benefit most from the Super Bowl. It compared sales for the one-week period leading up to game day with the average one-week sales performance over the prior three weeks. The chart on the right shows those product categories that benefited the most in terms of total incremental sales dollars and those that enjoyed the largest percentage sales gain from the Super Bowl.

Next, using the same methodology, ACNielsen looked at Super Bowl week food preferences in the two markets that are home to this year's teams: Philadelphia and Boston. While all of the products that benefit from the Super Bowl nationally also enjoy sales gains in the two markets during the week leading up to the big game, there are some noteworthy differences between the two markets. For example, it appears that scrapple & mush, a dish that dates back to the earliest Pennsylvania settlers and is now available in grocery stores, may be on the menu at Eagles' fans Super Bowl parties. The product enjoys a 14% bump in sales in the Philadelphia area the week leading up to the Super Bowl. In Boston, fans are likely to be dining on fresh and make-it-yourself pizzas. Refrigerated deli pizzas (+54%), frozen pizza crust (+23%), shredded cheese (+16%), and pizza sauce (+13%) all show strong sales the week leading up to the Super Bowl.

Consumer Segmentation and Targeting (Spectra)

According to Spectra, potential Super Bowl viewers across the U.S. are typically males, 25 years and older without kids who live in Upscale, Traditional Family, and Mid/Upscale areas. The 2005 Super Bowl host, Jacksonville, fits rights into that mold of the average Super Bowl fan or viewer. Jacksonville households without kids make up more than 67% of their neighborhoods, with more than 27% of their population consisting of adult males ages 35-64.

Most NFL game attendees come from Upscale suburbs and Metro Elite lifestyles, and are more likely to be males 18-54 who live in households without kids. Of NFL game attendees, 54% do not have kids.

Boston Residents:

Are typically White, 35-54 years old without kids and live within Suburban & Traditional Family neighborhoods that have income levels of $100,000+ and are typically college graduates.

Boston residents who have attended Professional Football sporting events are more likely to be:

18-34 without kid and 35 - 54 with kids households that live within Mid/Upscale Suburbs and Metro Elite neighborhoods

14% of 18-34 no kid households said that they have attended professional football games

11% of 35-54 with kid households said that they have attended professional football games

Boston residents are more likely to purchase their Super Bowl snacks from Demoulas, Stop & Shop, and Albertson's. Boston residents are consuming more than average: beer, wine, bagels, nuts, butter, fresh produce, ricotta cheese, liquid creamers, frozen desserts/fruits/toppings, diet soft drinks, and dairy or seafood snacks/spreads/dips

Philadelphia Residents:

Are typically White & Black, 65 years and older and live within Mid Suburban/Urban & Traditional Family neighborhoods and have income levels of $75,000+. However, there is a split between high school graduates and college graduates.

Philadelphia residents who have attended Professional Football sporting events are more likely to be:

18-34 without kids and 35 - 54 with kid households and live within Mid Suburban/Urban and Traditional Families neighborhoods

6% of 18-54 no kid households said that they have attended professional football games

14% of 35-54 with kid households said they have attended professional football games

Philadelphia residents are more likely to purchase their Super Bowl snacks from Genuardi, Clemens, and Albertson's

Philadelphia residents are consuming more than average: bagels, nuts, breakfast bars, butter, cheese crackers, liquid creamer, croutons, mushrooms, fresh-fruit, ground coffee, natural Swiss cheese, pretzels, and trail mix

Comprehensive Market Research (Claritas)

Using Mediamark Research Inc. data, Claritas determined the top five recreational activities per MSA, which were then PRIZM NE coded, and the top five PRIZM segments were ranked by index, with 100 being the average index number.

In the case of the Boston MSA the number one ranked recreational behavior by index was "Go Sailing," which was then coded to PRIZM NE. This showed that the number one segment for this behavior is "Brite Lites, Li'l City," the number 12 segment in the PRIZM NE system, with an index of 236, or 136% higher than the average.

The number one recreational behavior for Philadelphia was "Buying Tennis Equipment (within the last year)," and the top PRIZM NE segment for this behavior was "Blue Blood Estates," the number two segment, with an index of 241.

PRIZM NE classifies neighborhoods into one of 66 segments based on information collected from Census data, leading consumer surveys, media measurement data, Claritas-driven survey data, and other public and private sources of demographic and consumer information. It operates on the premise of "birds of a feather flock together," a worldwide phenomenon that people of similar cultural backgrounds, needs, and perspectives naturally gravitate toward one another.

Also, using the same methodology, Claritas used the variable - "Watching professional football on television" - for both MSAs.

For Boston the top five segments by index were:

Blue Blood Estates - 141 Index - Blue Blood Estates is a family portrait of suburban wealth, a place of million-dollar homes and manicured lawns, high-end cars and exclusive private clubs. As the nation's second-wealthiest lifestyle, it's characterized by married couples with children, college degrees, a significant percentage of Asian Americans and six-figure incomes earned by business executives, managers and professionals.

Winner's Circle - 136 Index - Movers & Shakers is home to America's up-and-coming business class: a wealthy suburban world of dual-income couples who are highly educated, typically between the ages of 35 and 54 and often with children. Given its high percentage of executives and white-collar professionals, there's a decided business bent to this segment: Movers & Shakers rank number-one for owning a small business and having a home office.

Kids & Cul-de-sacs - 128 Index - Upscale, suburban, married couples with children-that's the skinny on Kids & Cul-de-Sacs, an enviable lifestyle of large families in recently built subdivisions. With a high rate of Hispanic and Asian Americans, this segment is a refuge for college-educated, white-collar professionals with administrative jobs and upper-middle-class incomes. Their nexus of education, affluence and children translates into large outlays for child-centered products and services.

Fast-Track Families - 128 Index - With their upper-middle-class incomes, numerous children and spacious homes, Fast-Track Families are in their prime acquisition years. These middle-aged parents have the disposable income and educated sensibility to want the best for their children. They buy the latest technology with impunity: new computers, DVD players, home theater systems and video games. They take advantage of their rustic locales by camping, boating and fishing.

New Homesteaders - 127 Index - Young, middle-class families seeking to escape suburban sprawl find refuge in New Homesteaders, a collection of small rustic townships filled with new ranches and Cape Cods. With decent-paying jobs in white-collar and service industries, these dual-income couples have fashioned comfortable, child-centered lifestyles, their driveways filled with campers and powerboats, their family rooms with PlayStations and Game Boys.

For Philadelphia the top five segments were exactly the same. The only difference was the index number. They were:

Blue Blood Estates - 147 Index

Winner's Circle - 141 Index

Kids & Cul-de-sacs - 134 Index

Fast-Track Families - 133 Index

New Homesteaders - 132 Index

Merchandise Sales (SportScanINFO)

For the 2005 NFL playoffs, the NFL is currently running 31.5% ahead of the same four-week period in 2004 for overall revenue generated by merchandise sales at retail. This is mostly being generated by new teams that made it further into the playoffs, and new teams generally mean new revenue. It's also no coincidence that the top selling teams in terms of dollars generated are for the most part teams that made the playoffs. Aside from the Cowboys, four of the top five teams all made the playoffs.

As general rule, when teams get to the playoffs, the sales of their licensed merchandise increase. That is the case with three of the four teams that made it to the NFL conference championships. The lone team that did not increase their sales was the Patriots. Sales of Patriot's merchandise are down -37.1% for the previous four-week period. The NFL is up 25% overall during the same period.

Pittsburgh Steeler rookie quarterback Ben Roethlisberger owns the distinction that his jersey is the most coveted jersey among all professional sports leagues and teams. As you can see on the chart on the right, the top five selling jerseys overall, come from NFL playoff teams. The top selling jersey for the Philadelphia Eagles is wide receiver Terrell Owens who ranked second on the list with Eagles quarterback Donovan McNabb right behind ranked third overall. New England Patriots linebacker Teddy Bruschi jersey ranks the highest among his teammates. Bruschi is ranked at number 20 on the list while Patriot's quarterback, Tom Brady's jersey ranks 26 overall.