Do you think the companies who pay millions to get an ad spot during the SuperBowl do so to get actual sales income or to get branding exposure?

I was thinking about this earlier but forgot to post about it, when a company is paying literally MILLIONS for a 30-60 second ad spot, do you think they expect to see a financial return on their investment or do you think they expect to see a retrun over the long-term through brand recognition, etc?

Regards,

Lee