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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.