Nielsen:

While Super Bowl ads require a substantial investment, they tend to get a measurable marketing bump from their prominent placement. According to Nielsen, ads that aired during 2011’s Super Bowl XLV were, on average, 58 percent more memorable than commercials airing during regular programming in the first quarter of 2011. In addition, brand awareness for commercials airing during the Super Bowl was up to 275 percent higher than awareness for the same creative during regular programming.