industry super fund ads - who's paying??

There seems to be a never ending stream of advertisements in/on TV, print, magazines etc (It's starting to put me off Paul Kelly's music). Not to mention the significant sporting team and venue sponsorships.

I've heard numbers of $30mill just for the TV ads, thrown around and was wondering who was benefiting from these, the current members, Advertising Executives or those that get to use the Corporate boxes?

I mean, aren't most of these tied to particular industries where Unions are strong and the members don't have choice, or aren't bothered?

I'm just curious who's 'interests' they really are looking out for?