Advertisers Drag Their Feet During Super Bowl Shuffle

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The price tag for a 30-second spot on Super Bowl XL is flat versus a year ago, when it was $2.4 million, sources said, making it the third time in five years that the cost to advertise during the big game has not increased. In addition, the Winter Olympics, as well as clients’ interest in newer ad platforms like wireless and an unwillingness to undergo the creative scrutiny of Super Bowl ads, could divert some dollars from the football telecast, media buyers said last week.

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