A regionally targeted buy can be an affordable and effective Big Game strategy.

By Kyle O’Brien

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.

A regional buy gets brands in-game media in select markets where brands can more readily prove they will have success. The network must offer a certain number of regional and local spots throughout the game, and those spots offer advertisers a way to maximize their budgets, even if they don’t reach a national audience.

Click to read the entire article and view regional spots.