Super Statistical Sunday

The Super Bowl kicks off this coming Sunday, and millions of Canadians will take in the game. If you’re having a house party, can we come? We’ll bring the stats platter, of course.

The TV

Last year, over 9.4 million Canadians watched the big game, which is the largest television event of the year. Traditionally, it’s a big opportunity to sell advertising with so many eyeballs on the broadcast. Some of us watch just for the commercials, right? Other viewers stay just for the halftime show—Please don’t stop the music!

In 2021, Canada’s private television stations reported over $1.1 billion in national and network time sales, accounting for most of the over $1.5 billion in operating revenue. All-time highs for operating revenue (over $2.2 billion) and time sales (over $1.6 billion) were reported in 2007 and 2005, respectively.

The industry also reported a net loss (after income taxes) of over $158.3 million in 2021, more than double the $67.0 million shortfall in 2020. Since a three-year run from 2003 to 2005—before streaming video became more mainstream—the industry’s most recent net profit was reported in 2011.

In recent years, cable and satellite subscriber revenues have also seen a steady decrease, amid a shift toward streaming options.

However they tune in, Canadians continue to watch a lot of TV—the big game and everything else. In the third quarter (July to September) of 2022, Canadian households spent over $2.8 billion on a seasonally-adjusted basis on cable, satellite and other program distribution services, a category that includes streaming services.

It’s a household expenditure that has held steady or increased in every quarter going back to the first quarter (January to March) of 2020, and in the third quarter of 2022 was more than double the over $1.2 billion spent in the third quarter of 2003.

The snacks

Stats are great, but the right snacks really drive a Super Bowl party to the endzone. In the third quarter of 2022, there were over $3.0 billion in retail sales of soft drinks and non-alcoholic beverages, as well as over $8.4 billion in sales of alcoholic beverages and over $3.8 billion in sales of cookies, confectionery and snack foods.

Some hosts and party guests like to make their own ribs or wings to share, alongside the homemade dip and veggie platter. In the third quarter of 2022, there were nearly $4.5 billion in retail sales of fresh meat and poultry, as well as $5.8 billion in sales of fresh fruit and vegetables.

If pizza is on the party menu, often it’s picked up or delivered from your favourite shop. In November 2022, limited-service eating places (including pizzerias, and other places offering takeout) reported nearly $3.2 billion in sales.

Be sure to split the costs among partygoers for the pizza, beverages and snacks—it’s all more expensive these days! Prices for food purchased from stores were up 11.0% in December 2022 on a year-over-year basis, while prices for other food products (including snacks) and non-alcoholic beverages were up 12.3%.

Alcoholic beverages purchased from stores were up 6.0% in price over the same period, while prices for food purchased from restaurants increased 7.7%.

The gambling

Care to place a wager on the game? In the third quarter of 2022, Canadian households spent nearly $4.9 billion (an all-time high) on games of chance, a category which includes lotteries, bookmakers, casinos, and other gaming establishments.

In 2021, single-event sports betting became legal in Canada and is administered by the provinces and territories. But don’t ask us for advice—we don’t touch sports stats. Enjoy the game (and the ads and the halftime show)!