Are you really comparing E3 to Super Bowl ads? Its not really the same when you consider one is ads and the other is news that's still getting reported.
E3 and events like E3 keep the general public aware. If you think the Wii, PS4, and Xbox One were/aren't prevalent because of such events, and that it is due to mainstream looking at events like Nintendo Direct or NeoGaf, you're simply wrong. Without these big conferences people wouldn't feel the need to buy a PS4/X1. Businesses don't spend as much as they do on E3 since its inception because the marketing doesn't work.