P&G, Unilever Sit Out the Super Bowl†

Package-Goods Giants Avoid Clutter of Big Day, Learn to Build Own Buzz

Advertising Age, January 29, 2007 — Every January the country's major marketers ponder the same question: Is a Super Bowl ad worth the money? This year two of the biggest, savviest advertisers out there, Procter & Gamble and Unilever, decided the answer is no — believing they can get better bang for their buck playing on fields that aren't so crowded with a slew of outsized commercials.