A staggering 22 percent of HDTV owners claimed they purchased the device specifically to experience American football's centerpiece event in high definition.
TV purchases are often linked to sporting events.
According to the report from the Consumer Electronics Association (CEA), no other sporting event, whether it be the NBA finals or the World Series comes close to prompting such consumerism.
"Sports events, namely the Super Bowl, continue to drive significant TV sales every year," said Kevin Tillmann, senior research analyst, CEA. "In fact, the impact of these sports events on consumer electronic sales is even higher when factoring in TV accessories and premium broadcast services. One quarter of online U.S. adults that subscribe to cable, satellite or fiber-to-home television service currently pay extra to subscribe to a premium sports package."
Almost three quarters (70%) of US households will follow the game between the San Francisco 49ers and the Baltimore Ravens on Sunday, of which 53 percent plan to watch in high definition and 21 percent in standard definition. Ten percent of online US adults plan to follow the Super Bowl via social media posts; 8 percent will follow news and statistics from the game online; 7 percent will watch clips or highlights online; and a further 7 percent will watch live online.
The report, entitled U.S. Consumer Electronics Sales and Forecast 2008-2013, also highlights the role that live sports could play in creating a heightened demand for 3D TV -- 30 percent of online US adults expressed interest in watching sports in 3D and sales of 3D-capable sets are expected to increase by 39 percent to more than 5.7 million units by the end of the year.