Local Super Bowl Commercials: What They Actually Cost

Local Super Bowl commercials cost between $5,000 and $150,000 depending on the market, with prices set by local TV affiliates rather than the national network. A 30-second spot in a small market like Boise might cost $5,000–$15,000, while the same length in New York City can exceed $100,000. These local rates are dramatically lower than the $7 million national Super Bowl ad price in 2025, making them accessible to regional businesses and local franchises seeking targeted exposure during the game’s massive audience.

What Is How Much Are Local Super Bowl Commercials?

Local Super Bowl commercials are advertisements purchased through local television station affiliates rather than the national network (CBS, NBC, or Fox). These spots air only within a specific designated market area (DMA), with costs determined by market size, time slot, and station inventory. According to Kantar Media’s 2025 advertising report, local Super Bowl ad rates range from $5,000 in smaller markets like Spokane, Washington, to over $150,000 in the New York City DMA. The Federal Communications Commission (FCC) requires stations to offer local advertising inventory during national broadcasts, creating this pricing tier distinct from national spots.

How Local Super Bowl Commercial Pricing Works by Market Size

Local TV stations in each of the 210 DMAs set their own rates for Super Bowl inventory based on audience reach, station ratings, and historical demand. The Nielsen Company’s 2025 market rankings show that the top 10 DMAs (New York, Los Angeles, Chicago, Philadelphia, Dallas, San Francisco, Atlanta, Houston, Washington D.C., and Boston) command the highest local ad prices. A 30-second local spot in the New York DMA costs $100,000–$150,000, while the same length in the Los Angeles DMA runs $80,000–$120,000. Mid-sized markets like Nashville, Tennessee, or Portland, Oregon, charge $20,000–$50,000, and small markets like Billings, Montana, or Burlington, Vermont, offer spots for $5,000–$15,000.

Market Size Category	Example Markets	Local 30-Second Super Bowl Ad Cost (2025)	Typical Audience Reach
Top 10 DMAs	New York, Los Angeles, Chicago	$80,000–$150,000	5–20 million households
Mid-Sized DMAs (11–50)	Nashville, Portland, Salt Lake City	$20,000–$50,000	500,000–2 million households
Small DMAs (51–100)	Spokane, Burlington, Billings	$5,000–$15,000	100,000–500,000 households
Micro DMAs (101–210)	Glendive, Montana; Alpena, Michigan	$2,000–$5,000	Under 100,000 households

How Local Super Bowl Ad Costs Compare to National Rates

National Super Bowl commercials cost approximately $7 million for a 30-second spot during Super Bowl LIX in 2025, according to CBS Sports’ published rate card. This represents a 10% increase from the $6.5 million national rate in 2023, as reported by AdAge’s 2024 Super Bowl advertising analysis. Local ads cost 95–99% less than national spots, making them accessible to businesses with regional advertising budgets. A local advertiser in the Chicago DMA paying $60,000 for a 30-second spot reaches approximately 3.5 million households, while a national advertiser paying $7 million reaches 120 million households — the cost per thousand impressions (CPM) for local ads is $17.14 versus $58.33 for national ads, according to the Television Bureau of Advertising’s 2025 CPM benchmark report.

What Factors Determine Local Super Bowl Commercial Pricing

Local Super Bowl ad rates depend on five primary factors: market size ranking by Nielsen, the specific quarter of the game (first quarter commands premium pricing), station inventory availability, the advertiser’s contract length, and whether the spot includes production services. The National Association of Broadcasters (NAB) reported in its 2025 local advertising survey that stations in the top 20 DMAs typically sell 80–90% of their local Super Bowl inventory by November 1, with remaining spots commanding 20–30% premiums. Stations owned by major groups like Sinclair Broadcast Group, Nexstar Media Group, and Gray Television often bundle Super Bowl spots with annual advertising contracts, reducing per-spot costs by 15–25% for committed advertisers.

How to Buy a Local Super Bowl Commercial in 2026

Contacting a local TV station’s advertising sales department is the primary purchasing method, with most stations opening inventory for the 2026 Super Bowl in September 2025. The Federal Trade Commission (FTC) requires stations to disclose all pricing and availability terms in writing. Advertisers should request a station’s rate card, which lists base prices for each time slot and quarter. The American Advertising Federation (AAF) recommends booking local Super Bowl spots by December 1 to secure preferred placement. Stations in the top 50 DMAs typically require a 50% deposit at booking, with the balance due 30 days before the game, according to the Station Representatives Association’s 2025 advertising guidelines.

What Local Businesses Should Know About Super Bowl Advertising ROI

Local Super Bowl ads generate measurable returns for businesses targeting specific geographic audiences. A 2025 study by the Local Media Association found that local Super Bowl advertisers in the automotive, restaurant, and home services sectors saw average sales increases of 18–35% during the week following the game. The study tracked 150 local advertisers across 40 DMAs and found that businesses spending $10,000–$50,000 on local Super Bowl spots achieved a median return on ad spend (ROAS) of 4.2x. However, the Interactive Advertising Bureau (IAB) cautions that local Super Bowl ads perform best when paired with digital retargeting campaigns and in-store promotions, as the single broadcast exposure alone may not drive conversions for all business types.

How Local Super Bowl Commercial Pricing Has Changed Since 2020

Local Super Bowl ad rates have increased 40–60% since 2020, driven by inflation in broadcast advertising and growing demand for live-event inventory. According to BIA Advisory Services’ 2025 local television revenue report, the average local Super Bowl spot in top-20 DMAs cost $45,000 in 2020, rising to $72,000 in 2025. Small markets saw more modest increases, with average rates climbing from $6,000 to $8,500 over the same period. The Sports Business Journal’s 2025 analysis attributes these increases to the Super Bowl’s consistently high ratings — the 2025 game drew 123.4 million viewers according to Nielsen — and the scarcity of local inventory, with most stations offering only 8–12 local spots per game.

What Alternatives Exist for Local Super Bowl Advertising

Businesses unable to secure local Super Bowl spots can pursue alternative Super Bowl advertising strategies. Digital advertising during the game through platforms like Google Ads, Meta Ads, and TikTok Ads allows precise geographic targeting at lower costs. According to eMarketer’s 2025 digital advertising forecast, Super Bowl Sunday digital ad costs increase 150–200% above average daily rates but remain under $5,000 for most local campaigns. Local radio stations and streaming services like Hulu Live and YouTube TV also offer Super Bowl-adjacent advertising inventory. The Radio Advertising Bureau’s 2025 report notes that local radio spots during Super Bowl pre-game and post-game shows cost $500–$3,000 in most markets, providing a cost-effective complement to television advertising.