Tiny Startup Scores Super Bowl Ad for Just $2,550

404 Media, a journalist-owned digital media company, aired its ad in the smallest TV market in the U.S. to stand out from big tech and AI-driven competitors.

Published on Feb. 9, 2026

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404 Media, a digital media company founded by former VICE Motherboard journalists, purchased a Super Bowl ad slot in Ottumwa, Iowa - the smallest TV market in the U.S. - for just $2,550. This was a stark contrast to the millions typically spent on national Super Bowl ads, but allowed 404 Media to air its message promoting independent journalism in a media landscape dominated by big tech and AI-generated content.

Why it matters

In an era when many digital publishers are cutting staff or relying more on AI-generated content, 404 Media's Super Bowl ad demonstrates that independent journalism can still find creative ways to stand out and connect directly with audiences, even on a shoestring budget.

The details

404 Media was founded in 2023 by four former VICE Motherboard journalists who wanted to build a digital media company focused on original human reporting. To air their Super Bowl ad, the company deliberately sought the least expensive option available - a local ad slot in Ottumwa, Iowa, a town of just 25,000 people. While the potential audience was far smaller than 404 Media's 77,200 Instagram followers, the $2,550 price tag was a fraction of the millions typically spent on national Super Bowl ads.

  • 404 Media aired its Super Bowl ad in 2026.

The players

404 Media

A digital media company founded in 2023 by four former VICE Motherboard journalists, focused on original reporting and independent journalism.

Ottumwa, Iowa

A town of 25,000 people that is the smallest television market in the United States, where 404 Media purchased its Super Bowl ad slot.

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What they’re saying

“There are tons of ads for AI and big tech this year, so how about some counter programming?”

— 404 Media (Instagram)

The takeaway

404 Media's unconventional Super Bowl ad strategy shows that even small, independent media companies can find creative ways to stand out and connect with audiences in a media landscape dominated by big tech and AI-driven content.