Philadelphia-area businesses, including Wawa,  took advantage of the Philadelphia Eagles participation in the Super Bowl this year to buy into the game with regional Super Bowl ads, writes Jeff Blumenthal and John George for Philadelphia Business Journal.

Wawa ran its first-ever pre-game 30-second ad ahead of the Super Bowl, featuring Eagles center Jason Kelce, sharing his love of Philly, fans and hoagies, according to NBC 10.

Local advertisers spent between $225,000 to $300,000 for a 30-second Super Bowl ad.

For select businesses, having the Eagles in the game meant the payout was worth it, considering the viewers reached.

A highly-rated local television program could get 100,000 viewers. A Super Bowl with the Eagles bumps the audience to 3.5 to 4 million. 

Suby Ross of Robindale Media said there are only a few local businesses that could afford the cost of a Super Bowl ad that would also benefit by having the ad run in the Philadelphia television market.

“In today’s world, it’s all about accountability and results and driving the bottom line,” Ross said. “And Super Bowl commercials are not really engineered in that vein. Super Bowl commercials are about building awareness and trending on social media.”

Read more about local businesses buying Super Bowl space at Philadelphia Business Journal.

Check out the Wawa ad here.