So which financial services companies will “play” the 2009 Super Bowl and advertise in the year’s biggest brand moment?

As far as I can tell, only two: E*Trade Financial Corp. and H&R Block. These are Adweek’s write ups on each advertiser’s plans:

E*Trade Financial
Buy: A company spokeswoman said E*Trade has purchased one spot; in recent years, E*Trade has run two 30-second commercials.
Creative: E*Trade is bringing back the talking baby. See a sneak peak on YouTube.
Agency: WPP Group’s Grey New York

H&R Block
Buy: One 30-second ad in the second half of the game. The tax preparer is returning to the Super Bowl after a five-year hiatus, in part to remind people who may be looking for tax-preparation services in advance of tax filing deadlines about using H&R Block.
Creative: The ad will “carry out our “You’ve Got People” messaging and will introduce some unexpected characters you haven’t seen with the H&R Block brand before,” said Kathy Collins, VP-marketing for H&R Block.
Agency: Interpublic Group’s Campbell Mithun

Last year, E*Trade was the only financial services advertiser during the Super Bowl.

According to published reports, there are still a few advertising slots still available. A 30-second spot during the big game costs around $3 million.

A new survey has come out support the one fact everyone knows: many people watch the Super Bowl for the ads. According to BIGresearch, an estimated 167 million adults (73.3 percent of American consumers) will watch the big game between the Pittsburgh Steelers and Arizona Cardinals on Feb. 1, up from 158 million last year. The survey said less than half of the viewers tune in for the game itself. Instead, many Americans say the most important part of the Super Bowl are the commercials (26.9%), the half time show (7.1%) and the opportunity to get together with friends (19.9%).