Why Did Old Milwaukee Ad w/ Will Ferrell Tonguing Asian Woman Only Air in Plains States?

Here's an Old Milwaukee Light ad scripted and produced by Will Ferrell. It aired during yesterday's Super Bowl but, according to reports, it only ran in a handful of tiny markets in Montana, Texas, and Oklahoma.

Beyond the obvious question of costs or air time, I'm left wondering why those specific markets were chosen (there are plenty of cheap markets after all). And, as befits someone who wants to reduce stupid government spending, what sort of shooting subsidies the film company received.