With FedEx scaling back on payroll and even on its 401(k) matching contributions, the company didn't feel it prudent to fork over as much as $3 million for an ad. FedEx lowered its guidance two weeks ago.
Still, I wouldn't worry about the Super Bowl ad market's long-term prospects, either. Many companies simply face too much peer pressure pushing them to advertise during the Super Bowl. If Coca-Cola
I can respect FedEx's decision, but I don't necessarily agree with it. A Super Bowl ad is more than just a vanity plate. The right ad can be a real firestarter. True, this applies mostly to smaller companies such as domain-name registration specialist GoDaddy.com, or last season's E*Trade
FedEx is paying plenty already for the naming rights to FedEx Field, where the Washington Redskins play. Publicly pulling out of this season's highly watched Super Bowl is more a publicity stunt than a fiscal move.
In that sense, perhaps FedEx is milking more out of its decision not to advertise this time.
Well played, FedEx. You always know how to deliver.