Why E*Trade and other advertisers may find the Super Bowl a bargain

It's well known that the Super Bowl isn't cheap, even with this year's price decline for a 30-second spot. But even at prices as low as $2.5 million -- compared with 2009's record $3 million price tag -- corporations have been debating whether the purchase pays off with higher sales and brand awareness.

While some marketers such as PepsiCo have begged off this year, citing the recession, others such as E*Trade are sticking with the game, historically one of the highest rated television programs each year.