Will you keep your eyes peeled for the majestic Budweiser Clydesdale during Super Bowl LIX? Only a subset of the television audience gets to see these venerable business behemoths.

AB InBev has decided to air its new horse-themed Budweiser ad in select local markets, including Phoenix, Arizona, Oklahoma City, Tulsa, Oklahoma, and El Paso, Texas , Harlingen-Weslaco-Brownsville, TX, Houston, TX, San Antonio, TX, Waco-Temple-Bryan, TX, St. Louis, MO and New Orleans, LA. In recent years, Super Bowl advertisers have increasingly adopted the tactic of buying commercial inventory from local stations during the big game, as advertising costs rise significantly during the event and marketers look to target specific customers. rather than the vast masses of people watching this spectacle. The ad will also run across digital media.

A 15-second trailer for the local ad shows two Clydesdale horses as well as the ears of a new foal. The Bellamy Brothers' 1976 hit "Let Your Love Flow" plays while the image tells viewers the ad is "coming soon". Super Bowl LIX. "

[embed]https://www.youtube.com/watch?v=zaqhFggVDm4[/embed]

AB InBev has committed to purchase 3 minutes of national advertising time for Bud Light, Michelob Ultra and Stella Artois during Super Bowl LIX on Fox on February 9, as well as 45 seconds of Budweiser advertising on local TV stations in each market Beer commercial break. And one from Busch Light.

Native advertising isn’t really a Super Bowl contender. They are not designed to be accessible to all audiences, and they cost significantly less than their domestic counterparts charge. Fox, which nearly sold out of its Super Bowl inventory in August, took advantage of higher-than-usual demand for the pork rind classic and sought more than $7 million in revenue from the 30-second spot.

Last year, the Clydesdales were visible to everyone who watched the Super Bowl on CBS. In an ad using the band's 1968 hit "The Weight," the Clydesdales urged their owners to lend a helping hand and deliver beer to a nearby pub, despite a snowstorm. In 2023, these horses are only available in a few local markets targeting younger consumers.

Other brewers have also tested local strategies. Both Boston Beer Co. and Diageo Plc enter local markets during the Super Bowl to promote drinks like Sam Adams or Guinness. These strategies have helped the brewers avoid high prices for national ad inventory and have helped them get around Anheuser-Busch InBev's long-term deal mandates in the past. Exclusive malt beverage sponsor of the Super Bowl. The company gave up that right in 2022.

The Clydesdales have become the most popular Super Bowl team, appearing in advertising supporting the NFL event on 45 different occasions. But their existence is not guaranteed, and much will depend on whether Anheuser-Busch executives believe they have the right creative ideas for the moment.
When the brewing giant wants to inspire emotion, pride and occasionally humor, horses appear. In 2002, the animals helped the country recover after the terrorist attacks on the World Trade Center. In 2014 and 2015, a Labrador pup joined the team as a show of friendship.