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Jun 30, 2023

Super Bowl 57 Regional Ad Roundup: Budweiser, Oikos and More

Brandweek will feature live discussions with marketing pros at ULTA Beauty ,

Brandweek will feature live discussions with marketing pros at ULTA Beauty, Converse, UPS and more. Meet us in Miami Sept. 11–14 to boost your business and elevate your brand.

Super Bowl ads are more expensive than ever, costing up to $7 million for a 30-second spot. So how do brands without deep pockets piggyback on the significant halo of the Big Game without spending their annual budgets? Go regional.

A regional buy is a purchase of in-game media in certain markets where brands know they will have success. The network must offer a certain number of regional spots throughout the game for those who want to focus on a certain market, like the Pacific Northwest or New England—or even one very specific urban area, as Dogfish Head beer is doing in the relatively small Delmarva peninsula.

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Kyle O’Brien is a staff reporter for Adweek and editor of AgencySpy.