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At $7 million a pop for 30 seconds, a national buy in the Super Bowl is a pricey ticket for advertisers. Those who want to save some cash but still get the cachet of being in the Big Game opt for a regional or local buy.
The tactic lets brands put more precious budget into production while grasping the moment as a rally for fandom. And with social media extensions, agencies know they can get more bang for their buck while drafting off Big Game energy.
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