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Super Bowl ad prices fall but still the most expensive

Published:Tuesday | January 12, 2010 | 9:20 AM

The economic slump appears to have taken a toll on Super Bowl ads, pushing the price down for only the second time in the game\'s history, though they\'re still the most expensive on television.

While early readings suggest there are better deals this year over last, Pepsi won\'t advertise its drinks for the first time in 23 seasons, joining FedEx and GM, who dropped out last year.

In their absence, newcomers and smaller companies have snatched up slots in advertising\'s biggest showcase.

TNS Media Intelligence said a 30-second commercial during next month\'s Super Bowl on CBS are selling for between $2.5 million and $2.8 million, based on reports from advertisers and media buyers.

That is a drop from last year, when ads averaged $3 million on NBC, a record, according to TNS.

The 2009 Super Bowl brought in $213 million in advertising revenue, just for ads airing during the game. That was a 14 percent increase from the previous year\'s $186.3 million, when the average 30-second slot cost $2.7 million.