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Majority of Super Bowl ads filmed in Los Angeles

Los AngelesA majority of the commercials aired during the Super Bowl earlier this month were filmed in and around Los Angeles, a new report shows.

Nearly 70 commercials were screened regionally and nationally during the game, with about 58% filmed in California.

The figure is a slight increase on 2016, according to the survey from FilmLA and the Association of Independent Commercial Producers, reported by the Los Angeles Times.

Two of the higher-profile Superbowl spots were filmed outside California. Budweiser filmed in New Orleans for its 60-second spot dramatising the perilous journey its parent company co-founder Adolphus Busch originally took from Germany to St Louis. 

Elsewhere, Pennsylvania-based building supplies firm 84 Lumber filmed in Mexico to tell the story of a mother and her daughter migrating from South America.

Commercial filming days in the Los Angeles area dropped by 13% in the last three months of 2016, but the broader trend is a 25% increase over the past five years. 

Ads are unaffected by changes in California’s filming incentive laws because commercials don’t qualify for tax credit support.

Around 111 million people watched the Super Bowl in the US and advertisers were reportedly charged around $5m for a 30-second slot.

For more on filming in California see our production guide.