NEW YORK (TheStreet) -- The National Football League playoffs began this past weekend, which means the Super Bowl -- the year's largest television event -- is less than a month away.

Last year, almost 109 million viewers tuned to CBS Corp.'s (CBS - Get Report) CBS to watch the game between the Baltimore Ravens and San Francisco 49ers, the largest TV audience in 2013. With at least that many expected to watch this year on Feb. 2 on Twenty-First Century Fox's (FOX) Fox, a lot of money is riding on the event for many companies.

Last month, an executive from Fox confirmed the company sold out of Super Bowl ads. With a price target of roughly $4 million per 30-second slot, the company has generated more than $260 million in revenue from its 65 allotted slots.

So who is laying out the cash for these prized time slots?

Anheuser-Busch Inbev  (BUD) will be pushing its beers. Anheuser has a long-term deal making it the exclusive beer advertiser through 2015. Last year, the company had six ads to advertise its brands, including Budweiser, Bud Light, Black Crown and Beck's.

In the past, the company has used the Super Bowl as a platform to market new product lines. In the last couple years, the company introduced Bud Light Platinum and Black Crown. Maybe Anheuser will launch a craft-themed beer this year to try to capitalize on the growing craft market.

Other ads are expected to come from crowd favorites including PepsiCo (PEP - Get Report) and Coca-Cola (KO - Get Report). Pepsi's Doritos line is expected to make waves once again this year. Doritos' "Crash the Super Bowl" ad contest is extending outside the U.S. for the first time. Pepsi decided to open up the annual contest to people in all 46 countries where the chips are sold, including in fast-growing emerging markets.

And what are all these beer-thirsty, Doritos-hungry fans going to eat during the game? Pizza and chicken wings continue to be fan favorites.

Last year, Domino's Pizza (DPZ - Get Report) sold more than 11 million pizza slices and 2.5 million chicken wings on Super Bowl Sunday.CEO Patrick Doyle estimated that the company had more than 300,000 digital orders and roughly 1,000 digital orders per minute leading up to the game.

Investors have been gobbling up shares of Domino's. Over the last year, the stock has risen 52% on renewed optimism for the brand. Super Bowl sales could actually be a market-moving event.

At the time of publication, the author had no position in any of the stocks mentioned.

This article represents the opinion of a contributor and not necessarily that of TheStreet or its editorial staff.