>> together? they are perfect. >> for sure go daddy, my favorite from last year, will be back, and so will axe. >> in a world filled with war, sometimes the most powerful weapon -- is love. >> this is a gma exclusive, a first new look at their ad. >> make love, not war. introducing new axe peace. >> reporter: but for some it seems the super bowl price got too high. sadly, etrade has bowed out. and we may never see the talking babies ever again. >> this is tragic, man. >> reporter: abc news, los angeles. >> no more talking babies? >> that was my favorite commercial. at $4 million for a 30-second spot, that's $133,000 per second. >> unbelievable. and if you would adjust for inflation, a 30-second spot in 1967 cost around $300,000.