Source :- PERTH NOW NEWS
The NFL’s expedition to Melbourne is forecast to coincide with a 20 per cent spike in television purchases, Adobe data shows.
The data arm of the software giant’s operations – Adobe Digital Insights – forecasts the three days before Friday’s match between LA and San Francisco at the MCG to run parallel to the uptick in TV upgrades.
Australians’ spending on beer, chips, pizza and sausages is also projected to rise 15 per cent ahead of the NFL game compared with any other regular day.
“We hear about 20 per cent (of Australians) say they follow the NFL,” Adobe Insights director Vivek Pandya told NewsWire.
“Then we have another 15 per cent who say they don’t follow NFL but will be watching the match, so you do have a sizeable level of interest running up to the match.”
Plugged into a broad network of retailers operating in Australia, Adobe’s online shopping data shows online traffic for NFL merchandise was up nearly 250 per cent for June and July compared with last year and 310 per cent for August.
“What we’re really kind of locking in on is the (sales, traffic) momentum that events can drive, so obviously with the Socceroos and the World Cup, it’s had a huge effect,” Mr Pandya said.
“And then we have the State of Origin series and then now we see, with the NFL game, we do anticipate upticks happening based on some of the trending data we’ve seen.”
Online spending on projectors, streaming devices, TVs and beer and chips is expected to rise this week similar to the lead-up to State of Origin and the FIFA World Cup, Mr Pandya said.
The surge is expected to be up to 20 per cent in the three days before kick-off on Friday compared with the August average.
Coinciding with the start of the NRL finals, the middle of the AFL finals and tax returns landing for very organised citizens, the data shows cost-of-living pressures have put only a moderate curb on spending.
About 73 per cent of Australians do not expect to decrease their spending on footy finals this year despite the inflation crunch, 23 per cent of people say they will spend the same but be more selective and 5 per cent expect to spend more.
The benchmark sits at about $150 of consumer spending specifically for September footballing action. Forty per cent of Australians are expected to spend more than $150 celebrating finals, and if their team made a final, 31 per cent would choose to spend more.
Twenty-seven per cent of people are willing to spend more than $1000 to attend in person.
