The companies whose ads worked. Consider this quote from The Atlantic
U.S. advertising is a $600 billion ploy to distract you from your life and get your eyes and ears focused on a brand or product
Check. Now consider this
Imagine that more than 100 million Americans are watching (the Super Bowl) at the same time. Imagine that instead of trying to avoid ads, tens of millions of these viewers actually look forward to watching slickly produced marketing segments. Imagine that after this 100-million-person event, where you’re advertisement is watched with hushed reverence, most of those people will go to work on Monday to do something totally bizarre. They will talk about advertisements! Now ask yourself how much would you pay to buy a slice of this veritable Super Bowl of advertising.
The answer, apparently, is $3.5 million.
Sounds cheap to me.