I think you're reading a bit too far into things. People watch Superbowl ads because they're a once-a-year spectacle, regardless of the company situation, and you don't need to be a sports fan for them. Post-superbowl discussion about the commercials often involves statements like "They spent millions of dollars on that?", not "Wow, that company had enough to put together a superbowl ad!"

As always, people will remember the content of particular bits of entertaining advertisement, regardless of whether or not they remember the actual product or company being advertised.