Sumner Redstone's CBS will be broadcasting the game, allowing the network to bring in millions in ad dollars from companies willing to fork over big bucks for a chance to catch all the eyes focused on the game.

FORBES: Super Bowl Billionaires

In the case of Sodastream, the company had to fork over the price of a Super Bowl ad to make the campaign work, but the real magic had nothing to do with the actual time on screen.

FORBES: David and Goliath: Sodastream's Striking Super Bowl Success

Many sites fork over commissions of 30% to 70% of an ad's price to the agencies that place the spots.

FORBES: World Weary Web