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Despite the huge growth in flat-panel TVs in recent months, direct-view CRT sales paced all other display technologies in the weeks leading up to the Super Bowl, according a report just issued by market researcher The NPD Group.
According to The NPD Group's weekly point-of-sale (POS) data, U.S. retail sales of direct-view televisions increased 61 percent in units and 46 percent in dollars the week of the Super Bowl (week ending Feb 3) compared with the prior week (week ending Jan. 27). LCD TV unit sales grew 40 percent and revenue increased 37 percent. Plasma TVs grew 23 percent in units and 25 percent in dollars. Projection TVs saw a jump of 25 percent and 27 percent, respectively, NPD said.
"The last week of January enabled retailers to drive TV volumes without resorting to deep holiday discounting," stated Ross Rubin, NPD industry analysis director. "Consumers snapped up all kinds of TVs leading up to the Super Bowl, despite the emphasis on large screen sizes and relatively little discounting."
LCD TVs 32 inches and larger and direct-view TVs under 32 inches saw the biggest increases Super Bowl week, the report said. Thirty-two-inch and larger LCD TVs grew 50 percent in units and 40 percent in dollars Super Bowl week vs. the prior week. Direct-view TVs smaller than 32 inches experienced an 72 percent increase in units and a 59 percent revenue increase for the same time period.