Remember back in the mid-to-late 1990s when a sign of dot-com success was having millions of dollars to waste on a Super Bowl commercial? Well, some Internet companies are testing the Super Bowl ad waters again. Take Salesgenie.com for example.

The company, which generates online sales leads, is running a pretty straightforward 30-second spot, albeit with an attractive blonde to make sure you notice the ad, during the big game.

Vin Gupta, chief executive officer of infoUSA, the publicly traded parent company of Salesgenie.com, said that the comparison to the late 1990s is not an apt one though. His firm is profitable and is expected to generate more than $500 million in sales this year. What's more, Gupta said Salesgenie.com already spends more than $20 million a year on advertising, mainly on radio and cable TV.

"We have 4 million users who use our service and all these people, if not most, are sports enthusiasts. We have this great service and think this is a great audience to introduce Salesgenie to them. Whatever the cost, we think it's worthwhile," he said, adding that if the company gets 700 subscribers as a result of the ad, the commercial will pay for itself.