Several local advertisers will strut their stuff in new commercials that will debut during Sunday's Super Bowl broadcast, possibly in high definition for households that are so equipped.

CBS has allotted to KGMB and other affiliates slots for local spots, known as avails (as they are available).

“;There are very few local avails in the Super Bowl, and they are highly coveted positions,”; said Cheryl Oncea, general sales manager of KGMB-TV and KHNL-TV.

Four spots have been freshly produced and will debut during the pre-game broadcast that begins at 7 a.m. and during the game itself.

One of them is a promo for HawaiiNewsNow itself, comprising KGMB, KHNL and KFVE-TV, which combined operations under a shared-services agreement last year. More on the promo in a moment.

Two of the spots, for law firm Galiher DeRobertis Ono and Central Pacific Bank, were produced by Matsumoto & Clapperton Advertising LLC.

“;We did both these spots in high def, and we're hoping to make the local advertisers present well against those national advertisers who are spending millions,”; said co-founder Ed Clapperton. “;Our clients aren't spending anywhere near that. ... We want to show them in a great light for an intelligent budget.”;

The agency has worked with the Galiher law firm for several years and with the bank for slightly more than a year.

The new law firm spot will continue to reach out to people with mesothelioma, an asbestos-related disease.

CPB will debut “;part of a campaign to generate CDs with an iPod promotion,”; Clapperton said. A spot for a similar promotion years ago featured dancers as bank customers, rocking out with the devices. The new spot will be “;a little different execution of that,”; he said.

Automotive Warehouse Inc., doing business as Carquest, also produced a new spot, but officials could not be reached.

One slot was snagged by the HawaiiNewsNow marketing team, which led to an internal contest in which two teams were tasked with creating spots promoting the stations. The winner will air Sunday, but both will run during the Olympic Games that begin a week from today.

National advertisers have paid a reported $3 million per 30-second spot to run during the game, but what does it cost to run one locally?

“;We came close (to the $3 million figure) in local dollars,”; chuckled Rick Blangiardi, general manager of HawaiiNewsNow.

Some years back it cost $5,000 to run a 30-second spot locally during the Super Bowl. It is more than that now, but neither Blangiardi nor Oncea divulged the rate. However, “;everybody paid the same price,”; Oncea said.

It is the highest rate the station charges, as it is commensurate with the number of eyeballs that will be exposed to the commercial message.