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State of the Screens

Yellow Tail Is Using Its Clever Regional Super Bowl Ad Buy Strategy for a Third Straight Year

By February 3, 2019No Comments
Back again: Yellow Tail made waves 3-years ago when they stitched together a local TV buy that reached 80% of Super Bowl watching households and now they plan on doing it again this year.

Why are they doing this? Anheuser-Busch has an exclusive on the alcohol category which prevents any other alcohol seller from buying nationally with CBS.

Details on 2019 Super Bowl buy for Yellow Tail:
1)
Markets — 81
2) Household reach — 90%

Estimated $/spot for Super Bowl ads in local markets:
1)
New York (WCBS) — $800K
2)
Atlanta (WGCL) — $100K
3)
Buffalo (WIVB) — $55K

Big spend: Anheuser-Busch is running 8 ads across 5.5 minutes during this year’s game.

You’re being very un-Dude: Acreage Holdings, a marijuana supplier where legal, was denied the option to advertise in this year’s game.

Video: ‘King of the Super Bowl’ on How to Make an Iconic Super Bowl Ad

Video: 35 years ago, this week — Apple runs “1984” TV ad during Super Bowl XVIII on CBS (h/t: @MediumBuying)

More #1: Super Bowl LIII Ad Tracker: All About the Big Game’s 2019 Commercials

More #2: The Best Super Bowl Ads: Experts Explain Which Are Touchdowns And Why

More #3: Amazon Seizes TV’s Biggest Stage, After Shunning Mass-Market Ads

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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