According to an article from MediaWeek claims that Visa and McDonalds are going to refrain from ads during the Super Bowl in order to put those dollars towards the Winter Olympics Torino, Italy, which begin 5 days after SBXL.
Both are heavy Olympic advertisers and reason that their dollars will buy more exposure over the two-week Olympic run than 30 seconds during the game. One 30-second unit in the Olympics sells for about $700,000, roughly one-third the price of the upcoming Super Bowl.
"Spots in the Olympics are much cheaper, so you can run several to make up for the audience you would get in one Super Bowl spot, and there is no scrutiny about the creative level of commercials during the Olympics," said one media agency executive who buys ads for clients in both events.
The price for a 30-second spot is still at $2.4 million, which makes this year the third time in five years the price has not increased.