2009 is expected to be another record-breaking year for HDTV sales with 29.8 mln HD sets expected to ship, out of a total of 34.5 mln digital televisions sold in the U.S. in 2009. This is up from 26.8 mln HD sets sold in 2008. In addition to key sporting events like the Super Bowl, another factor driving this demand is the drop in the average wholesale price of sets. In the past five years, the average wholesale price for an HDTV has fallen nearly 50% to $849 in 2009. All categories of digital television (DTV) sales are on the rise. CEA projects that more than 34.5 mln DTVs will ship in 2009. The 26.8 mln LCD TVs expected to ship will make up the bulk of these sales. Plasma displays will account for 10% of total sets sold in 2009. Overall digital displays remain the primary revenue driver for the industry with dollar shipments representing 15% of total industry sales in 2009.