Who's in and who out of the upcoming Super Bowl advertising extravaganza? This story from CNN only mentions the former category, listing off those companies will to ante up a reported $2.5 to 2.6 million for a 30-second spot. That's up a smidge from previous reports of $2.4 million per spot. Whether or not that's real movement or simply the new asking price by ABC I'm not sure. After all each year we need to hear that Super Bowl ad prices reached a new record so there may be a little fluffing of those numbers going on. And speaking of fluff, that's exactly what the story is. By not touching at all on how many companies are sitting out this year's game it strictly comes off as a "let's just say nice things about this group of companies' piece.