• Ad Age, Monday, January 15, 2007 9:45 AM

The ad industry has been quiet about this year's Super Bowl ads--the ones usually dissected on TV and radio talk shows, newspapers and blogs--not to mention around office water coolers. With just three weeks to go until Feb. 4, only 13 advertisers have admitted buying into the game and an even smaller handful, including Anheuser-Busch, Chevrolet and Doritos, have hyped the pre-game marketing.

The rest--among them AIG, FedEx, CareerBuilder, GoDaddy, Honda and Snickers--have yet to go public. One reason for their relative silence may be price. While buying a slot on the Super Bowl once represented a daring feat, the escalating price--this year it's clocked in at $2.6 million--now means accountants and procurement types are breathing down CMO necks.

As one CBS exec notes: "Some of the advertisers just don't want to say who they are. This has something to do with creative and the dollars, the publicity about spending $2.6 million on a spot."

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