A 30-second spot in the Super Bowl will cost advertisers more than $4 million this year.
For many big companies, it's a gamble to spend the money and reach that many television sets at the same time.
INTERACTIVE: See More Super Bowl Commercials
Doritos is one company that uses the Super Bowl to showcase commercials.
This year, the chip company let people around the world create ads. Five finalists were voted on at the Doritos website.
The top vote getter, along with one commercial selected by the company, will air during the big game.
Finalists get a $1 million prize.