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The secret to saving during the Super Bowl: Brands can still reach millions of viewers without shelling out $8 million for a national ad.
Regional ad buys have led to nationally memorable moments in the past. The Farmer’s Dog topped the USA Today Ad Meter in 2023 with its emotional regional spot. Other regional ads, like Busch Light’s campaign featuring Kenny G and Sarah McLachlan, have stood out on the national stage with regional media.
Regional buys are flexible. Advertisers can choose which markets they want to air in, from a single city, to select cities, to multiple markets across the country. The key is choosing the regions that will maximize eyeballs and potential customers.
“Local Super Bowl buys provide the same in-game exposure and impact, but focus efforts on priority markets,” Shivanthi Vannan, head of marketing, Midea America, said of his company’s decision to advertise regionally during the game. “Smaller, localized Super Bowl buys can deliver outsized value when paired with a thoughtful, multi-channel strategy.”
Below, we round up some of the best regional creative for the Big Game. Check back often for updates leading up to Game Day.
Tullamore D.E.W.
Enjoying live music with neighbors at the pub is a time-honored tradition in Ireland. Irish whiskey brand Tullamore D.E.W. is putting a modern-day twist on that heritage in its Super Bowl spot, which will air in the Chicago area.
In “Anthems,” local pub-goers join together to sing an anthem that addresses how modern technology keeps people from interacting in person. The piece pokes fun at distractions like social media as people come together in real life to share a drink, a song, and a laugh.
Midea America
Midea, one of the world’s largest appliance manufacturers, is looking to grow its presence in the U.S. with a regional Super Bowl buy. The ad, created by Confidant, will run in Seattle, Charlotte, and northwest Arkansas, among other locations.
“While Midea has been creating innovative products for over 50 years, many consumers are unfamiliar with us. That’s why we launched the ‘Midea Makes the Wow’ campaign with bold and fresh creative designed to capture attention,” said Shivanthi Vannan, head of marketing, Midea America.