Seriously big bucks

As is often the case at this time of year there is much chatter on the blogosphere about Super Bowl advertising.

And every year the cost of running a 30 second spot seems to get higher and higher.

So the news that a 30 second spot costs around $3 million shouldn't come as a surprise.

Which of course it doesn't.

But honestly.... Three Million Dollars!?

Utterly ridiculous if you ask me.

Especially when you stop to consider that is merely the cost of the airtime.

Which makes me wonder:

a) What the annual marketing budget of a Super Bowl advertiser is.

b) What percentage of that budget is spent on that one Super Bowl spot.

c0 What the typical ROI on that ad would be.

If you know, please leave the answer in the comments.