SAN FRANCISCO (CBS SF) — A quarter of Super Bowl fans watching the Sunday championship game won’t be there for the football, they’ll actually be coming for the commercials.

Of the estimated 189 million Americans expected to watch Super Bowl 50, roughly 43.4 million of them are likely there just to see the commercials, according to the National Retail Federation, the world’s largest retail trade association.

Infographic: Nearly 1 in 4 Super Bowl Fans Watch for the Commercials | Statista
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The NRF’s Super Bowl Spending Survey, conducted by Prosper Insights and Analytics, also found that those celebrating the Carolina Panthers/Denver Broncos showdown are likely to spend slightly more than they did for last year’s Super Bowl.

Americans are expected to spend an average of $82.19 on Super Bowl-related food, drinks, merchandise and other paraphernalia.

Leading up to the game, Americans are expected to purchase an estimated 8.6 million new televisions prior to Sunday’s game, according to the NRF survey.