Super Bowl LI: TV Pricing
A Review of TV Pricing Leading up to the Big Game
Market Track reviews retail pricing and promotions for TVs during the week of Super
Bowl, comparing deals and discounts to Black Friday and the Holiday Shopping Season
www.markettrack.com
eCommerce price comparison
Online prices for TVs were 5.3% higher, on average, during Super Bowl Week (1/29/17 through 2/3/17) than they were on Black
Friday 2016 in our analysis of 921 TV listings. When compared to the index price on 11/1/2016, TV prices were 7.5% lower on Black
Friday, but only 2.2% lower during the week leading up to the Super Bowl.
Online Pricing Index Trend for TVs
Average Online Price = 100% on November 1, 2016
Figure 1) Source: Market Track eCommerce Pricing Data
When looking at online TV pricing at the brand level,
there are notable differences in seasonal pricing strategies.
The charts below show how brands like Hisense, Vizio, and
Westinghouse all reached their lowest online price points
during the Super Bowl promotional period.
Meanwhile, the majority of the brands in our analysis ran
their lowest prices during Black Friday. For example, LG’s
average online price was almost 12% below the index price
on Black Friday, but their average price during the week
before Super Bowl was only 7.8% lower. On the other hand,
Vizio’s average pricing during Super Bowl week was 1.3%
lower than it was on Black Friday. We also found several
examples where the brand advertised a “Countdown to
Kickoff” message for TV deals through online display and
social media.
Vizio Online Display - Jan 22, 2017
Vizio Online Display - Jan 31, 2017
Vizio Facebook - Jan 11, 2017
Online Pricing Index for TVs by Brand
Average Online Price = 100% on November 1, 2016
Figure 2) Source: Market Track eCommerce Pricing Data
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Market Track
Promotional pricing & TV screen sizes
During the Black Friday period, many retailers make low prices and savings
their primary focus when running TV promotions. In advance of the Super
Bowl, TV quality and the spectator experience becomes more of a focus for
both consumers and retailers. This seasonal shift in strategy is reflected in retail
promotions for TVs. The average promoted price for TVs in Black Friday ads,
for example, was more than $250 lower than the average promoted price the
Sunday before Super Bowl. Retailers also offered deeper discounts during Black
Friday. The average discount for TVs promoted in Black Friday ads was 41%,
compared to an average of 30% for Super Bowl.
The difference between the two events is also shown in the size of TVs retailers
promote. Screen size is a greater concern for Super Bowl shoppers, as larger screen
sizes make for better group viewing. For Black Friday, however, as long as the
shopper is getting a deal, screen size may be less of a concern. TVs smaller than
50" received 35% more retailer promotions for Black Friday than they did for Super
Bowl. Conversely, the week of Super Bowl featured 24% more promotions for TVs
60" or larger than during Black Friday.
65% of shoppers
said they would be more
likely to buy a product if
they saw a promotion for
the brand beforehand.
Source: Market Track Shopper Insight Survey
Best Buy - Nov 20, 2016
Best Buy - Jan 29, 2017
Figure 3) Source: Market Track Promotional Data
In the example above, a Best Buy circular from 11/20/16 informs shoppers that
they can “Bring Home Black Friday Prices,” while calling out that these deals start
now. But look a few months ahead to the week before Super Bowl and we see that
Best Buy is focusing on more experiential messaging with “Raise Your Home Game”
alongside their promoted TVs. The message becomes more about creating an
optimal environment for watch parties, and price is less of a focus compared to the
latest features that will make for the best Super Bowl experience.
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Cross-channel promotions started early
How do you use the following media types to find deals on non-grocery items?
Figure 4) Source: Market Track Shopper Insight Survey
Many retailers got an early start in promoting their deals
on televisions, hoping to grab the attention of shoppers
long before the big game. Best Buy began promoting their
televisions for Super Bowl as early as Christmas Eve, with a
mobile advertisement encouraging shoppers to “Bring Your
A-Game to the Big Game”, and an online display advertising
savings up to 25% on select 4K TVs. On December 26th, Best Buy
ran a radio advertisement calling out the importance of seeing
every detail in a football game, following up with how their 4K
televisions can bring four times the detail to true super-fans.
An online video that ran on January 14th shows a family
split between watching the football game or watching a
reality show, but how purchasing a Sony television made both
shows look amazing, and advertising how shoppers can save
up to $500. A print ad with the messaging “Make Game Day
Legendary” launched on January 15th, promoting various deals
on televisions displaying close-up shots of a football game,
again highlighting the importance of seeing every detail.
On January 21st, Best Buy began their Super Bowl promotions
on social media with a Twitter post telling viewers they can
“gain home field advantage” with a new television. In their TV
ad that ran on January 22nd, Best Buy really drove their “Bring
Your A-Game to the Big Game” messaging by showcasing a
successful Super Bowl party that had one of their 4K televisions,
calling out how the television’s detail “can’t be topped”. They
continued their play on words with a Facebook post on January
25th, advertising how shoppers can “score big” by saving up to
25% on LG 4K TVs.
Best Buy's Cross-Channel Media Advertising
Super Bowl LI
Figure 5) Source: Market Track Advertising Data
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Market Track
Taking Action: Pricing & Promotions for Key Events
The insight in this report highlights trends in retail pricing and promotions for the TV category during two of the most important
category sales periods of the year. These insights should help inform your strategy decisions in advance of other key selling seasons
in 2017 and beyond. In particular, be cognizant of the motivations of your consumer at different points throughout the year, and
consider the following recommendations as you plan your pricing and promotions for holidays and other events:
Understand consumer demand
Solidify competitive assortment
Refining your message
Spread the word
Knowing the differences in motivation behind
a shopper's trip online ahead of events like
Black Friday and Super Bowl can help inform
your pricing and promotional strategy. Are your
shoppers more or less price sensitive during the
event? Are they concerned with product quality
and selection? Your eCommerce pricing should
meet the demands of consumers, which change
dynamically depending on the time of year.
From Black Friday to the Super Bowl, advertisers
made significant changes to the ad messaging
included in their circular promotions. Circular
themes changed from "Save More" and "Lowest
Prices" to "Elevate Your Experience" and "Make
Your Party the Hit". Work with your advertising
and marketing teams to ensure that your
promotions for key events align with your
overall value message for the event.
Larger TV screen sizes and higher sale prices
characterized TV promotions leading up to Super
Bowl, while smaller screen sizes and deeper
discounts were promoted for Black Friday sales.
When planning for any key shopping event,
understanding what price points and products
are likely to be featured online or in cross-channel
promotions, will help you optimize your plan for
winning the attention of consumers.
Consumers are now well-aware that the Super Bowl
is a great time to buy a new TV. However, without
advertisers engaging them early, and through
all available marketing channels, they have no
incentive to pick your brand or shop your stores.
For events like Super Bowl, your advertising plan
should launch weeks before the event, and should
make use of all potential points of influence, from
broadcast, to digital, to print.
Contact your account representative for more information or email us:
[email protected]
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