2004: MoveOn.org. The ad by the liberal political group wanted to display the “bad economic policies of President George W. Bush” but was rejected by CBS because of a policy not to air political advertisements during the big game.
Carroll said, “Sometimes it's good business to get your ad rejected.” He added, “You get these small activist groups, begging for someone to sue them so they can get into the spotlight.”
Also, publicity like that only costs the amount of making the commercial because the organization does not even end up paying for airtime, he said.
This year, the average price for a commercial slot during the national broadcast of the game rose 17 percent from 2011 — to $3.5 million.