I cant speak for anyone else, but we did well on the game.
We took maybe, 58% of ML bets on Arizona while the Spread + Total were pretty much 2 way action - no more than 53/47% anyway, and even those slight leans were Pit -6.5 and Under 46.5 so we still nicked a bit.
And that was before taking into account what we took on Props and then throughout In-Running trading as well - where most everyone was backing Pit and the Under throughout the game, leaving us with a nice position by full time.
Would easily imagine a similar situation with a lot of other books as well - like another poster said its very tough for a book to lose big on the Superbowl, and even if they do lose (like last year!) then they rarely lose enough to worry too much about...unless they are a cowboy outfit or small local...