The Denver Post - - BUSINESS -

Their com­mer­cials have been some of the most pop­u­lar shown dur­ing Su­per Bowls, but don’t look for Dori­tos ads dur­ing the Su­per Bowl LI tele­cast Feb. 5.

Frito-Lay, a sub­sidiary of Pep­siCo that also makes Chee­tos, Fun­yuns and Sun Chips, told Ad­ver­tis­ing Age in an e-mail that it was end­ing a 10-year run for the chips be­cause the game “did not fit with our mar­ket­ing plans.” Frito-Lay added: “How­ever, we con­tinue to en­joy a great partn­er­ship with the NFL that con­nects mul­ti­ple brands within Pep­siCo.”

What? No gob­bling? No dippy guys do­ing re­ally dumb things? No adorable tots one-up­ping dimwit­ted par­ents?

Stay­ing on the side­line “gives them a year off to kind of think about what they might want to do next if they want to come back and kind of re­assess their strat­egy,” Ad­ver­tis­ing Age’s E.J. Schultz told ABC News.

De­spite of­ten fall­ing flat with The Pro­fes­sion­als Who Cri­tique Su­per Bowl Spots, the ads were pop­u­lar with view­ers. Ac­cord­ing to Ad­ver­tis­ing Age, Dori­tos topped the Ace Metrix rank­ing of the top five Su­per Bowl ad­ver­tis­ers from 2010 to 2016.

Still, Va­ri­ety re­ports Fox, which will broad­cast the game, has sold al­most 90 per­cent of its ad in­ven­tory at al­most $5 mil­lion per 30-sec­ond spot. The Wash­ing­ton Post

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