this years was probably the worst in recent memory...they are just so expensive the ROI might not be there after production costs etc
Well, it's become more about the conversation after.. yea, you get 15-30 seconds and spend millions to do it, but if you do something memorable, it lives on the internet forever and is brought up every year when the super bowl rolls around..
So if you are tracking ROI based on the first showing, yea, it probably looks like a horrible deal. But if you can pull off something memorable, you will get free advertising forever as they show it and reshow it.