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Frito-Lay Drops Super Bowl From Schedule

Longtime Super Bowl advertiser Frito-Lay is taking a pass on the big game this year, contending that despite all the hype, running a spot on the game doesn't really pay off. "I have a little calendar page that says: 'Lay's runs Super Bowl ad. Awareness increases by .000004.' So although it gives you enormous bragging rights, the facts are, at the end of the day, it's a very expensive proposition that doesn't give you a terrific payback," said Irene Rosenfeld, the company's CEO. "We've chosen to spend our money elsewhere this year." The move is a telling one, since the snack marketer has only missed being in the game three times since 1993. Super Bowl spots are expected to fetch $2.4 million this year, the same rate as last year, which many view as another indication that the game's attraction as an ad vehicle is waning. Visa and McDonald's are also reportedly opting opt out of Super Bowl XL, which is set to air Feb. 5 on ABC. Those firms, and others, may switch their ad dollars to February's Winter Olympics.

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