Will you have your eyes peeled for the stately Budweiser Clydesdales during Super Bowl Lix? Only a certain section of the TV audience will get to see the venerable commercial beasts.

Anheuser-Busch InBev has decided to air a new Budweiser commercial featuring the horses only in select local markets including Phoenix Az, Oklahoma City Ok, Tulsa Ok, El Paso TX, Harlingen-Weslaco-Brownsville TX, Houston TX, San Antonio TX, Waco-Temple-Bryan TX, St. Louis Mo and New Orleans LA. The strategy, which involves buying up commercial inventory available on local stations during the Big Game, has been increasingly adopted by Super Bowl advertisers in recent years as the cost of advertising in the event rises significantly and as marketers look to hone in on specific customers, rather than the broader mass of people watching the spectacle. The commercial will also be made available via digital media.

A 15-second teaser of the local ad...