Sluggish economy pinches Super Bowl ad prices

Despite decline, ads remain the most expensive on television

The economic slump has prices for Super Bowl commercial time falling for only the second time in its history, but they are still the most expensive on television.

TNS Media Intelligence said Monday that 30-second commercials during next month’s Super Bowl on CBS are selling for between $2.5 million and $2.8 million. That’s a drop from last year, when ads averaged $3 million on NBC.

Some big players like Pepsi and General Motors are staying on the sidelines. This leaves holes for smaller companies like Diamond Foods and Dr Pepper Snapple to use the Super Bowl to get their wares in front of 100 million viewers who are practically guaranteed to watch their ads.