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Volume 25 No. 215
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E-Trade To Skip Super Bowl Advertising For First Time Since '07

E-Trade confirmed that for the first time since '07, "viewers won't be seeing its financially savvy talking baby – or anything else from the company" during Fox' Feb. 2 telecast of Super Bowl XLVIII. E-Trade Senior VP/Branding & Acquisition Rich Muhlstock in an e-mail said that the company is "reallocating media dollars more strategically." The decision is "not entirely surprising" after the company earlier this year parted ways with longtime ad agency Grey, N.Y. (ADAGE.com, 12/11).