Super Bowl Will Drive More Than 2 Million HDTV Sales, Says CEA

Fri Jan 25, 2008 10:32am EST

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Third Annual CEA Study Finds Sports Continue to Drive HDTV
Purchases
ARLINGTON, Va.--(Business Wire)--Super Bowl XLII is expected to drive the purchase of approximately
2.4 million high-definition television (HDTV) units, according to the
third annual "Sports and Technology" survey conducted by the Consumer
Electronics Association (CEA(R)) and the Sports Video Group (SVG).

The Super Bowl has retained the title of top driver for HDTV
purchases for three years running, generating some $2.2 billion in
HDTV sales this year alone. This year's survey results show the Super
Bowl is followed by college bowl games, the World Series, NBA Finals
and NCAA March Madness as drivers of HDTV purchases. The true impact
of these sporting events on CE sales is even higher when factoring in
consumer purchases of high-def accessories such as HDMI cables,
universal remotes, surround sound audio systems and mounting brackets.

"We have long known the Super Bowl influences HDTV unit sales,"
said Tim Herbert, CEA's senior director of market research. "We are
now finding ties to other technologies consumers use to enhance their
Super Bowl experience. This year, 18 percent of consumers watching the
game expect to have a laptop PC nearby to check stats, IM with friends
or check betting lines. Another 12 percent plan to use a PC in another
room to check statistics during the game and 13 percent expect to use
their mobile phone for the same purpose."

The study also found that the Super Bowl experience does not end
when the game clock expires. Fifty-seven percent of HDTV owners said
they will go online after the game to view memorable moments or
television commercials.

"While HD is still the primary driver, we're seeing a rapid
increase in adoption of technologies that provide viewers with even
greater control over their sports TV experience," said Ken
Kerschbaumer, SVG editorial director. "This points to a whole new way
of reaching the next generation of sports fan via multiple channels of
media distribution."

Methodology

CEA's "Third Annual Sports and Technology" survey was fielded to
an online national sample of 2,278 U.S. adults during the period
January 14 - 21, 2008. Results are weighted to reflect national online
demographics. The margin of sampling error at 95% confidence for
aggregate results is +/- 2.1%. It was designed and formulated by CEA
and SVG. The complete study will be available free to CEA and SVG
member companies in February 2008. Non-members will be able to
purchase the study at www.eBrain.org.

About CEA:

The Consumer Electronics Association (CEA) is the preeminent trade
association promoting growth in the $161 billion U.S. consumer
electronics industry. More than 2,200 companies enjoy the benefits of
CEA membership, including legislative advocacy, market research,
technical training and education, industry promotion and the fostering
of business and strategic relationships. CEA also sponsors and manages
the International CES - Where Entertainment, Technology and Business
Converge. All profits from CES are reinvested into CEA's industry
services. Find CEA online at www.CE.org.

About SVG:

The Sports Video Group was formed in 2006 to support the
professional community that relies on video, audio, and broadband
technologies to produce and distribute sports content. Leagues,
owners, teams, players, broadcasters, webcasters, and consumer
technology providers have joined the SVG to learn from each other,
turn vision into reality, implement new innovations, while sharing
experiences that will lead to advancements in the sports
production/distribution process and the overall consumer sports
experience. Find SVG online at www.sportsvideo.org.

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