That alone is worth quite a bit of money,". "There was a study I just read which mentioned that one Super Bowl ad can be as effective as 250 regular TV commercials."
VOA: standard.2010.01.27
But the main point here seems to be to continue establishing the brand as a fun alternative to Apple (which, notably, didn't buy Super Bowl TV time).
Inside the stadium, brands will receive attention from those who paid the price to attend the game and the rest of the world watching the Super Bowl on TV.