Super Bowl XL's Ad Rates Flat

Who says everything costs more these days? Super Bowl XL's :30 ad rates are a mere $2.4 million, the third time in five years rates haven't gone up year to year.

The Winter Olympics start just five days after the Super Bowl and industry pros say cheaper advertising during the Olympics is taking a chunk away from Super Bowl XL advertising. Visa and McDonald's are two of those advertisers reportedly balking at the 2006 Super Bowl in favor of the Winter Olympics in Torino, Italy.