Procter & Gamble Heads South for Super Bowl, Tapping Local Commercials in Southern U.S.

One of the nation’s biggest advertisers will use the most-watched TV event of the year to focus on just a sliver of its potential customer base.

Procter & Gamble, the consumer-products giant will double down on a strategy it employed last year — running local commercials during the Super Bowl instead of the more popular (and expensive) national Big Game variety. In 2025, P&g ran local ads during the Super Bowl for pet friendly week killer Spruce in 36 southern markets, and will also put commercials for flying-insect trap Zevo on 46 different stations.

NBC will telecast the Super Bowl on February…