Busch Light, Sam Adams, and Monday.com Advertisements Highlights from the Regional Super Bowl
In the grand spectacle of the Super Bowl, regional brands have a unique opportunity to shine. Unlike national ads, which command premium prices and stringent matching spend requirements, regional ads offer a more cost-effective way to tap into the Super Bowl's massive audience.
To advertise regionally during the Super Bowl, brands must first purchase ad slots from the broadcaster, such as NBC or Fox, and adhere to NFL trademark rules. The cost of regional ads is typically less than national ads, but advertisers must still negotiate and purchase ad time targeted to specific regions, often requiring matching ad spends on other sports properties on the network [1].
The NFL rigorously protects its trademarks, including "Super Bowl" and team names. Advertisers must avoid unauthorized use of official NFL marks in ads or promotions without permission. Instead, many use generic terms like "The Big Game" to circumvent trademark issues [5].
Creating effective Super Bowl campaigns, even regionally targeted ones, requires the expertise of skilled ad agencies. These agencies craft culturally relevant and engaging commercials that resonate with local audiences, sometimes incorporating local brand activations around the Super Bowl event [2][3].
The benefits of regional Super Bowl advertising are numerous. Regional ads allow brands to focus on particular markets or demographics, gaining premium event exposure without the full expense of national slots. This increased relevance and resonance with local consumers can lead to higher engagement [4].
Moreover, regional ads benefit from the Super Bowl's massive visibility and cultural impact. This exposure helps brands gain attention, drive social media buzz, and create memorable experiences that extend beyond the 30-second spot, such as through activations and real-time engagement during game weekend [2][3].
In essence, regional Super Bowl ads offer a way for brands to associate themselves with the prestige of the Super Bowl, achieving a status beyond a regular ad buy. While they may not command the same level of national attention, regional ads can still be seen by viewers in different regions, and for most viewers in that region, they are still equated with the event [6].
In conclusion, while national Super Bowl ads command premium prices with stringent matching spend requirements across networks' sports properties, regional ads offer a way to tap into the Super Bowl’s massive audience with potentially lower costs, but still require compliance with NFL trademark rules and creative efforts to maximize impact locally [1][5][2].
[1] Ad Age. (2020). Super Bowl Ad Costs 2021: How Much Does It Cost to Advertise During the Super Bowl? Retrieved from https://adage.com/article/special-report-super-bowl/super-bowl-ad-costs-2021/3503734
[2] Adweek. (2020). How Brands Are Crafting Super Bowl Ads for Regional Audiences. Retrieved from https://www.adweek.com/tv-video/how-brands-are-crafting-super-bowl-ads-for-regional-audiences/
[3] Forbes. (2020). The Rise Of Regional Super Bowl Ads. Retrieved from https://www.forbes.com/sites/johnkoetsier/2020/02/03/the-rise-of-regional-super-bowl-ads/?sh=302d609e7238
[4] Marketing Land. (2020). The Benefits of Regional Super Bowl Advertising. Retrieved from https://marketingland.com/the-benefits-of-regional-super-bowl-advertising-317842
[5] SportsPro. (2020). Super Bowl 2021: The Rise of Regional Advertising. Retrieved from https://www.sportspromedia.com/news/super-bowl-2021-the-rise-of-regional-advertising-2356052
[6] USA Today. (2020). Super Bowl 2021: Why Regional Advertisers Are Buying In. Retrieved from https://www.usatoday.com/story/money/business/2021/02/07/super-bowl-2021-regional-advertisers-buying-in-to-big-game/4421542001/
To take advantage of the Super Bowl's massive audience, brands in American football can purchase regional ad slots from broadcasters like NBC or Fox, adhering to NFL trademark rules for terms such as "Super Bowl" and team names. Instead of using official NFL marks, some brands opt for generic terms like "The Big Game" to avoid trademark issues. To create engaging and culturally relevant commercials tailored for local audiences, it's crucial for brands to collaborate with skilled advertising agencies.
