You’ve read all of your free items this month. To register, get added benefits and unlimited access to articles, Become a Member. Already a Member? Sign in. Advertising Age Article Abstract Why This $3 Million Baby Is Back on the Super Bowl Return Advertisers E-Trade, Careerbuilder, Audi Weigh ROI on the Big Game -- Each and Every Year By Brian Steinberg, Published on January 25, 2010 3 Want more Access, Content & Connections? Upgrade to Membership. We are glad you are enjoying Advertising Age. To get uninterrupted access and additional benefits, become a member today. Register Now Already a member? Log in.