Ah, the Super Bowl — where 30 seconds costs around $4 million.

To many, the Super Bowl is one of the world’s largest sporting events. To others, the advertising in between the football is the more interesting “game.”

The thing is, financial services advertisers appear to be again shunning the Super Bowl this year. As of now, Intuit appears to be the only financial services-related advertiser scheduled to run during the big game — and it is not even advertising its services. Instead, Intuit has been running a contest to allow one of four companies the right to advertise during its 30-second spot. (More on that in a moment.)

Otherwise, MetLife can be said to advertise during the Super Bowl, since it has naming rights on the stadium at which the game will be played. E*Trade, however, will not run an ad during the Super Bowl for the first time since 2008. Last year, E*Trade was the only FI advertiser during the Super Bowl. Here’s how E*Trade explained its decision to Advertising Age last month:

Rich Muhlstock, senior VP-branding and acquisition, said in an email that the company is reallocating media dollars more strategically. “Over the years, E-Trade has built phenomenal brand recognition and equity because our brand is approachable, real and up until this year pretty mass market focused,” he said. “Now we’re sharpening our focus on key prospects and existing customers. This focus applies to marketing as well.”

Intuit, meanwhile, has generated strong social engagement through its Small Business Big Game promotional campaign, which promotes Intuit’s QuickBooks brand. For example, #teamsmallbiz, the campaign’s hashtag, has appeared in more than 100,000 Twitter timelines, according to Hashtracking data. Intuit has narrowed down its contest to four finalists, as evidenced by the video below.