The fact that we’re comparing Super Bowl Ad prices to ads for other advertising formats is evidence that we haven’t come very far in the last several years.
Why not take that $4 million (which isn’t the total cost…what are you going to put in those 30 seconds? Who’s going to approve it? Who’s going to test it?), and turn it into 15 humans whose sole purpose is to make content for the internet? For that money, you could give them all a sweet salary, outfit them with the latest tools (cameras, computers, software, services, etc.), and still have money left over to fly them places…and give them all a phatty bonus when they crush your awareness goals for the year. (I’m not counting office space in my calculations, because if you’re advertising in the Super Bowl, I assume you’ve got a place to put your new team.)
With that said, I agree that TV is a great place to invest if you’ve got the money, the product, and the infrastructure in place to deal with it.
But if you’re going to pour your TV money into digital, don’t use it to buy inventory. Do something interesting with it.