Deciding that the money they used to spend on Super Bowl ads could be better allocated elsewhere, chip maker Frito-Lay has passed on the opportunity to be part of the 2006 game. Marketing executive Irene Rosenfield says that, while the spots they usually run get a lot of press and other buzz there's not much payoff in terms of actual sales. There's no specifics offered as to where those dollars would be spent now that they weren't being thrown here but it seems the company is going to focus more on it's new products. Frito-Lay's parent company PepsiCo will be advertising during the game but it's not clear as yet what will be hyped or to what extent it will buy ad time.