ABC thought it was so smart, capitalizing on the popularity of Geico's cavemen to create a sitcom based on the ad spot's characters. (Perhaps you've already seen it?) Too bad the show – which, we're going to guess, will perform miserably when it comes to Nielsen – is proving a tough sell to advertisers. You see, some of television's biggest spenders are, yep, insurance companies — and none of them (like New York Life, Aflac, and perhaps even Gieco) will be spending their dollars during the timeslot.

Aflac is steering clear. The company said its broadcast ad dollars on Tuesday nights will be "concentrated" on "NCIS" and "The Unit" on CBS, which "better reach" its target audience. And New York Life's media buyer won't put his client's ads in the show either. "Why would you want to put your ad in somebody else's ad?" asks Gene DeWitt of DeWitt Media Options.

Though if that's true, someone should really tell Buick that Tiger Woods happens to wear a lot of swooshes around their cars.