Super Bowl Ad Rates Thrown for a Loss

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Though still the priciest buy on tv at $2.5 million to $2.8 million for a 30-second ad, the Super Bowl, which airs Feb. 7 on CBS, has been victimized by the nation's faltering economy.

According to TNS Media Intelligence, the ad rates commanded by CBS this year fall short of the $3 million price tag for a 30-second spot that NBC netted when it broadcast the NFL championship game last year. Still, only 4 of 62 commercial slots remain unsold as of last week, though long-time advertisers, such as Pepsi and General Motors, took a pass on this year's broadcast, which is expected to attract 100 million viewers.

Traditionally, Super Bowl commercials often generate more excitement than the game itself, and enjoy a longer shelf life, courtesy of YouTube and other Web sites. Each year, roughly a quarter of the Super Bowl advertisers are new, according to TNS. Not counting pregame and postgame commercials, the 2009 Super Bowl generated $213 million in advertising revenue, TNS said.

The hard-working staff of "TUOL" always capitalizes on Super Bowl Sunday by dining out at near-empty restaurants and pondering when pitchers and catchers report to Spring Training.  Nevertheless, "TUOL" promises there will be hell to pay unless at least one high-priced commercial features chimpanzees.