When the Chiefs compete, localized Super Bowl ads can triple in cost – KCBJ

Feb 5, 2024

An article, When the Chiefs compete, localized Super Bowl ads can triple in cost, was published in the February 5 edition of the Kansas City Business Journal. Trozzolo was featured as a media buying resource  An excerpt from the article is below.

For local marketers, including the team at local brewery Boulevard Brewing Co., the Super Bowl is their Super Bowl for advertising.

This is the third year the Kansas City-based brewery has dedicated marketing efforts to planning, placing and paying for a localized ad during the big game.

This year, prices are estimated to cost around $7 million for a 30-second national spot during the game, which big brands like Bud Light and Coca-Cola often claim. Although localized pricing doesn’t soar to the height of national costs, it still can add up for local companies — especially when a home team is competing.

“It’s a significant investment for us,” said Ali Bush, Boulevard’s vice president of marketing. “Over the years, we’ve really come to believe in it as a launch platform for our initiatives, actually for the entire year, and it is definitely a big deal as a craft brewer.”

Chiefs create demand

When the Kansas City Chiefs compete, demand and prices for localized ads surge for brands that make last-minute decisions to capitalize on the localized fanfare and the guaranteed eyes on live TV screens.

“With local spots, prices have tripled this year from 2022, the year that the Chiefs were not in the Super Bowl,” said Josh Brewster, chief marketing officer at Kansas City-based marketing agency Trozzolo Communications Group.

In its third straight year airing a Super Bowl commercial since 2022, Boulevard has learned to avoid those higher prices by committing early. The brewery locked into pricing for a local spot back in October, saving the company on the hefty investment. It then becomes a bonus for Boulevard when the home team makes it to the Super Bowl.

Trozzolo and Boulevard declined to provide details on how much was spent on a localized ad this year. Trozzolo has worked with Boulevard on the brewery’s Super Bowl advertising strategy for the past three years. TwoSeam Films, based in Kansas City, produced Boulevard’s Super Bowl commercial this year.

The full article is available here.

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