Frito won't be in the Super Bowl

Frito-Lay announced that it won't be advertising in this year's Super Bowl -- because the new CEO doesn't see much return:

"I have a little calendar page that says: 'Lay's runs Super Bowl ad. Awareness increases by .000004.' So although it gives you enormous bragging rights, the facts are, at the end of the day, it's a very expensive proposition that doesn't give you a terrific payback.

One wonders how much room these is for F-L's awareness to increase. Visa and McDonalds will also be among the missing on Super Sunday this year.