In an era of media fragmentation, the Super Bowl is one of the few consistent broadcasts that can capture a majority of the U.S. television audience. This year's Super Bowl, in which the Pittsburgh Steelers were victorious over the Arizona Cardinals, drew 95.4 million viewers, making the broadcast the third-most watched telecast in television history.

Such a huge audience translates into a unique opportunity: a Super Bowl commercial has the potential to massively boost a company's prospects, as in the case of Apple's (AAPL) Orwellian "1984" ad. On the other hand, a bad commercial -- like the notorious Just for Feet ad -- can massively damage a company's bottom line.

With this in mind, many advertisers recognize that the chance to have their spots seen by record-breaking audiences is often too good to pass up, even at prices that may reach $3 million. As Hyundai spokesman Chris Hosford noted, the car maker is currently in negotiations for two commercial spots in the broadcast. He wouldn't comment on pricing.

So whether it's a glass half-full or half-empty for CBS, one thing won't change for the 2010 Super Bowl broadcast: it'll continue to be prime real estate for marketers.