Super Bowl 07

Is the Super Bowl more of a hype than just a game?  Even though the Patriots were not in the Super Bowl, Over 90 million viewers tuned in to watch the Super Bowl not only for the game but also the commercials.  Although the cost for a 30 second spot is around $2.6 million, this seems like a deal compared to the buzz these commercials generate before, during, and after the Super Bowl.  Viewers are able to log onto websites and view these commercials months after the Super Bowl has ended.  However, if the commercial is a flop will that reflect negatively on the brand or just generate more word of mouth advertising?  The risks are high for these advertisors but the benefits from this 30 second spot outweigh the negative implications.  I bet companies are already vying for their 30 second spot for next year.