Is a $3 Million Super Bowl Ad Worth It?

It was just announced in an article on BrandWeek yesterday that Cars.com spent up to $3 million on a 60-second spot that will run during the second quarter of the 2009 Super Bowl on February 1, 2009.  The spend is part of a $200 million marketing campaign for Cars.com that will run throughout 2009.

So here is my question – is $3 million for 60-seconds worth it?  There is no doubt that a lot of people around the world see Super Bowl ads, and the best go viral giving the brands added exposure and word-of-mouth marketing, but could that money be invested in better ways?  I have to wonder if buying an ad spot during the Super Bowl can really be justified these days, or is it just the cool thing to do – a sign of a brand with money and power? 

Let’s debate.  What do you think about Super Bowl ad spends?  Worth it or not?  Leave a comment and share your opinion.

Image: Flickr