Marketing and Advertising Video Games: Is it worth the time?

I stumbled upon a very interesting video today, called The Marketing Machine it was on how and why
publishers put money into advertising certain games, and how they go about doing it. They talked about one game in particular quite extensively. It was the title Dante's Inferno, an action spinoff of Dante Alighieri's poem, The Divine Comedy. Anyway, long story short it was apparently a mediocre game but the producers decided to put out a comercial for it during the Super Bowl. The four industry specialists in the video discussed why this was either a good or bad idea. Allegedly, some think it was a good idea because it obviously reached alot of people, and sold half a million copies in February, making it one of the best sellers of the month. On the flip side, it may have not been a great decision because, how many people who are interested in a game like Dante's Inferno are going to be watching the Super Bowl. You're not really reaching you're target audience, but it may reach so many people that it won't matter. I thought this was an interesting discussion, and it really shows how advertising extends and is important to all types of products. I doubt any of you have any opinions of thoughts on this, but if you do I'd love to hear you share.