As with all marketing, and never forget that that is what those ads are, some work, and some don’t. Which ones do you remember now after 24 hours? Which ones do you remember AND remember the brand it was for? Which ones do you remember AND remember the brand it was for AND thought it was good or positive? That one may have been worth it.
The Dot Com era was the golden era of Super Bowl ads. Also the biggest waste of marketing dollars ever. Great commercials, no idea who they were for or why. Viral video, huge social media numbers wasted. If you want to entertain people, start a movie company, otherwise market your brand.
Great marketing equals Super branding. Poor marketing equals dollars down the Bowl. Whether you are doing 5 cent Google adWords or 5 million dollar Super Bowl ads, wasted message equals wasted dollars.