Consumers will be seeing the Super Bowl action more clearly this year as the high-def buying frenzy continues.

According to the Retail Advertising and Marketing Association's (RAMA) 2007 Super Bowl Consumer Intentions and Actions Survey, more consumers plan to take advantage of retailers' promotions of high-definition televisions for game day.

In fact, 2.5 million consumers plan to purchase a new TV for Super Bowl Sunday, up from the 1.7 million who said they would last year.

The survey found that consumers plan on spending an average of $56.04 on Super Bowl-related merchandise, up from last year's $36.78. Total spending for the February 4 Super Bowl is expected to reach $8.7 billion.

"The Super Bowl is more than just a game -- it's a chance for companies to attract new customers by being creative, and often outlandish, in their advertisements," said RAMA Executive Director Mike Gatti. "After an incredibly promotional holiday season, consumers can expect big sales on Super Bowl-related merchandise until game day."

According to the survey, 69.7 percent of consumers plan to celebrate the Super Bowl, compared with 65.9 percent last year. Of those that will be celebrating, 69.3 percent will be purchasing food and beverages and 6.3 percent will buy team apparel and accessories. In anticipation of the big day, 1.3 million consumers plan to buy new furniture, including new home entertainment centers.

The survey also found that more people plan on throwing a party this year than last year (12.8% vs. 9.8%), and more people will be attending those parties (26.8% vs. 24.3% in 2006). Additionally, 9.2 million people plan to watch the game from a restaurant or bar.

"The interest in this year's Super Bowl is higher than in many other years, so retailers have an opportunity to win big with sales of electronics, team apparel, and food," stated Phil Rist, Vice President of Strategy at BIGresearch. "As the price of flat-screen televisions continues to decrease, they are becoming more affordable for average consumers, which is contributing to an increase in TV sales."

While Americans say the game itself is still the most important part of the Super Bowl (32.1%), more than 40 million consumers (18.1%) said they will tune in because of the commercials. The 18-24 (22.2%) and 25-34 (26.3%) year-old age groups will be most likely to pay attention to the advertisements, compared with last year when 18.5 percent and 19.3 percent respectively said the commercials were most important.