Behind Pepsi's Choice to Skip This Year's Super Bowl For advertisers, it's never easy to sit out the Super Bowl. Sure, the spots are pricey — between $2.5 million and $3 million for this year's game, which will be played this coming Sunday. But the 100-million strong audience, which includes a slew of people tuning in solely to dissect the commercials, almost guarantees instant brand buzz. No one knows this better than Pepsi, which has produced some memorable Super Bowl spots: a sweltering Cindy Crawford sipping on a Pepsi while a couple of adolescent boys admire the can, Britney Spears gyrating for the camera, those stupid dancing bears. In fact, Pepsi has been advertising on the Super Bowl for 23 consecutive years. So why is the company skipping this year's big game, leaving the airwaves to its salivating rival, Coke, which will air two different spots, including one starring the incredibly popular characters from The Simpsons?
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