UNDATED (AP) -- Super Bowl ads may be toned down during tough economic times, but the prices are going up.
NBC says it's sold 90 percent of its Super Bowl ads, most for about $3 million per 30-second spot. That's an all-time high price for the game, known as the most watched event in the nation.
Still, some regular advertisers, like FedEx and General Motors, are shying away from the Feb. 1 broadcast.
Others will air ads reflecting financial worries. For example, Hyundai may use a spot about a new incentive program that forgives car loans for buyers who lose their income within a year of purchase.
But at least one company is unapologetic about its ad's tone or price tag. GoDaddy is happy that NBC has approved two rather racy ads that may be what a spokeswoman calls "slightly inappropriate."
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