Super Bowl Stocks

by: Michael Murdoch

Stock market investing is considered by many to be at the core of American liberty. Perhaps the only thing more American than stock market investing is the NFL Super Bowl. Let's take a look at some stocks that may be impacted by the Super Bowl.

TV's and Retailers

As most retailers would tell you, this is a brisk time for TV sales, possibly second to Black Friday. If the economy is really on the upswing, Best Buy (NYSE:BBY), Target (NYSE:TGT) and some other big box retailers may experience decent sales.

Unlike Black Friday, discounts seem to vary. Samsung 46" and 55" 3DTV's seem to be what Best Buy is pushing. If 3DTV's are to flourish, Best Buy's sales would be a good litmus test. Target seems to be selling the Apex 46". Samsung (OTC:SSNLF), LG (LG), Panasonic (PC) and Sharp (OTCPK:SHCAY) are currently trending near the top of big-screen TV's on Amazon (NASDAQ:AMZN), a retailer that may also experience sales increases.


Even people who don't like football often watch the Super Bowl because of its reputation for amazing commercials. Indeed, when you have the most watched program in America, ad time will be expensive, so you have to make it count. Several products have gotten their starts or their big push on Super Bowls.

2011's AdBowl user poll results indicated Volkswagen (OTCPK:VLKPY), Bridgestone (OTCPK:BRDCY), Doritos (owned by PepsiCo, Inc), Pepsi (NYSE:PEP) and Chrysler (FIATY.PK) as the favorite commercials among viewers. In 2012's commercials , it's likely many of those same companies (excluding Chrysler) will poll well. Besides the usual suspects, new entries like Inc.'s (NASDAQ:PCLN) are expected to make strong showings.

In Priceline's heavily trending commercial, William Shatner's Negotiator "dies". Some other companies generating buzz include H&M (OMX-HM B), whose commercial features a scantily clad David Beckham, Apollo Global Management (NYSE:APO) owned Century 21, which features various sports figures, and's, which feature a variety of women, including the new Pussycat Dolls, in various states of undress.

Additionally, several major car manufacturers like Ford (NYSE:F) also have ads. Traditionally they have been less well-received, though Hyundai made a showing in Adbowl's top 10 in 2010 and Chrysler's made a strong showing in 2011, with the help of celebrity rapper Eminem.

Food and Beer

This is one of the top 10 best-selling days for beer in America. Typically, American favorites such as Anheuser-Busch InBev's Budweiser (NYSE:BUD) and Molson-Coors (NYSE:TAP) Coors and Miller brands all sell briskly. Budweiser is noted for its many colorful Super Bowl commercials and currently has 9 out of the top 20 selling beers in the country.

As already mentioned, PepsiCo's Frito-Lay products like Doritos tend to sell briskly, though increased health concerns and an economy that may still have depressed consumer spending may lead to fewer sales, both of which may also affect beer sales as well. The National Association of Convenience Stores already reports beer sales are down - though many speculate this may be due to craft beer in addition to health concerns or depressed spending.

Nielsen's recent report on consumer spending paints the big winners as grocery stores and snack manufacturers and seems to indicate more people plan to stay at home and less plan to consume beer. If that's the case, groceries with private label snacks, PepsiCo, leading nut brand Planter's parent company Kraft (KFT), and popcorn manufacturers should experience good sales.


Much of what happens on Super Bowl Sunday depends on consumer sentiment and spending. The only sure thing seems to be snack foods in grocery stores with strong store brands, which will receive a boost in sales. That - and that football fans should have a good game ahead of them.

Disclosure: I have no positions in any stocks mentioned, and no plans to initiate any positions within the next 72 hours.

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