Commercials... Overlooked?

Though commercials are commonly considered "breaks in the programming," these spots, especially during highly-viewed shows, are highly competed for and quite pricey. Just look at the Super Bowl. Breaking down to $1 mil per 10 seconds, companies like godaddy.com bought more than one commercial, paying Fox more than $6 or 7 million bucks to advertise to the masses on such a grand stage. How long until this happens to every major sporting event and every major awards show? Commercials have become more integral pieces of gigantic tv events and it's surprising that JC Penny was the proud owner of that little piece of my life. Surprising indeed, especially with the vast amount of eyes glued to the Academy Awards nationwide.