It seems like everything I read about the reduction in price of Superbowl Ads blames the economy. But, could it be there is something bigger going on here? As we move from an economy based on scarcity (Superbowl ads are the very definition of a scarce commodity) to one based on abundance there other ways to have a more powerful and long lasting relationship at a reduced cost emerge.
Time will tell. Superbowl ad pricing has probably hit it's historical highs and the age of paying more for less is over. (In 1986 advertisers paid $1mm for 92.6 million viewers versus in 2008 $3 mm for 94.08 million views.)
In the age of abundance, the paradigm is flipped. You should expect to pay less for more.