"Why? Because now it's a little bit more of a show, right? There's a couple of more 2components that are really, really 3involved now such as the Taylor Swift effect."

Taylor Swift's 4presence as she 5roots for Chiefs Travis Kelce, 6broadening the game day 7audience, and the opportunities for brands like Dove's spot 8encouraging girls in sports and Haagen-Dazs with Vin Diesel showing a softer side.

"Memorable marketing moments and really bringing and 9engaging the country in, and really, really trying to bring it back to, this is one of the 10staples of America."

Watching at home means eating at home.

The National Retail Federation says Americans will spend about $18.6 billion on game day celebrations, with most consumers buying food and beverages.

Wells Fargo found some game day favorites more 11costly this year and others a little less.

"We're seeing what we're calling kind of a seesaw effect out in the grocery store."

Items pricier than last year include raw chicken wings, up 7%, avocados and cherry tomatoes, both up more than 11%, with the 12domestic supply of tomatoes crunched after Florida hurricanes.

"Consumers are going to be paying more, not only due to popularity, but also because they are being 13imported."

Frozen pizzas, chips and salsa among items trending cheaper than last year.