What makes a Super Bowl ad successful? An ad exec explains.

My guess - it increases awareness, the corporate image, market share, sales, and revenue. 10 million is cheap if it brings in a few hundred million more in sales and maintains a positive image with the public. It's a chance to not look so focused on the bottom line. The ones I've seen tonight are all about public image, or just humor for a solidly established brand. An indirect way of selling both the enterprise and the product, without looking other than "woke" in the current vernacular.