In practice, it would be used among other measures an agency or company has- as you describe above.

If this is the case, then why is the conclusion that their super bowl ad dollars are a waste?

We’re going to use this to see who got the most bang for their buck, and more importantly — who messed up and what lessons there may be to learn.

Maybe I'm just being pedantic about your misleading title and lede....

PS - I assume you're the author. This is very good inbound marketing for your company...I do applaud you for that.