Not every company is eager to part with the reported $2.6 million for a :30 Super Bowl XLI commercial. These two prevous Super Bowl advertisers are sitting on the sidelines this year:
Procter & Gamble
The company's Gillette brand has been in two Super Bowls in the past three years but decided not to play in Super Bowl XLI.
Unilever's Dove brand ran the 45-second "Campaign for Real Beauty" commercial in Super Bowl XL and Unilever has advertised the Degree brand in the past two Super Bowls. This year, the company is focusing on a consumer-generated commercial for Dove Cream Oil body wash that will debut during the Academy Awards. Degree is in a special TV and Web campaign with Fox's 24.