Advertisements Showcased in Super Bowl Region: Busch Light, Sam Adams, and Monday.com
Super Bowl LX: The High Stakes of Advertising
Every year, the Super Bowl offers advertisers the opportunity to reach a captive audience of millions, making it the biggest advertising event of the year. These ads are designed to entertain the public and sell products, with a 30-second spot costing a hefty $8 million on NBC for the 2026 game, and an additional $8 million expected to be spent across NBC’s other sports properties [1].
However, the Super Bowl also offers the possibility of regional advertising, meaning that a brand big in the Northeast could be seen at the same time as another brand in the Southwest during the game. While there is no public detailed pricing specifically for regional Super Bowl ads separate from the national broadcast slots, regional targeting is typically done through local market buys rather than distinct Super Bowl regional ad packages [3].
Advertisers seeking regional exposure often purchase inventory in the largest local markets to approximate national exposure through regional buys [3]. This means that brands targeting the 14 biggest markets can potentially reach a wide audience without the high cost of a national ad.
But, airing ads during the Super Bowl broadcast comes with strict requirements and logistics. Ads must meet strict creative submission deadlines, with pre-production materials due by December 8, 2025 [2]. Detailed traffic instructions, including agency, advertiser, network, brand, AD-ID, spot length, and sent in document form (PDF or Excel) via specific NBC traffic emails, must be submitted no later than February 2, 2026 [2]. Revisions to ads must be clearly labeled and dated, and HD and SD versions of ads require precise AD-ID formatting [2].
In summary, while the national Super Bowl ad is a massive, costly buy with rigorous deadlines and requirements, regional advertising during Super Bowl weekend usually involves separate, localized negotiations and purchases outside the main national broadcast inventory. Despite this, most viewers in a region will still equate a brand with the Super Bowl, giving it a status beyond a regular ad buy.
[1] [Source] [2] [Source] [3] [Source]
In the fullness of Super Bowl weekend, brands can leverage regional advertising, allowing them to be visible in specific regions like the Northeast or Southwest during the game. This approach typically involves local market buys rather than distinct Super Bowl regional ad packages, potentially reaching a substantial audience at a lower cost compared to national ads.
Moreover, American football enthusiasts, whether backing NFL or American football, can look forward to witnessing a variety of ads from national and regional sponsors, presented within the Super Bowl's coveted advertising slots.
