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Vidler’s 5&10 loses out on free Super Bowl spot

Vidler’s 5&10 in East Aurora won’t get to shine during the Super Bowl.

Death Wish Coffee Co. in Roundlake, N.Y., won the free 30-second commercial worth an estimated $4.5 million.

Vidler’s was one of three finalists in Intuit Quickbooks’ annual Small Business, Big Game contest. The other finalist was Chubbies Shorts, a California-based clothing company,

The announcement was made Thursday morning on CBS This Morning.

Vidler’s was one of roughly 15,000 entrants. As one of the runners up, the company will receive $25,000, as well as a local advertising package valued at $15,000.