Who Doesn't Want A Piece of Super Bowl Ad Action?

Dreams retail isn't usually mentioned in the same breath as Super Bowl stalwarts Budweiser, Doritos or even GoDaddy. But as an advertising event, the Big Game is as important to the company as it is to those gridiron giants.

The difference is that Dreams Retail, which sells sports memorabilia and licensed sports attire, isn't forking over $3 million to NBC on Feb. 5. Instead, it's putting some of its budget against paid search advertising, readying for a flurry of consumers Googling "Super Bowl shirts" or "Super Bowl jerseys" well before they see the specially designed apparel the winners wear in the locker rooms after the game.

"The game is a big deal, but there's a lot that happens before and after the game and even during that is actually

'SNL,' Jimmy Fallon, Kimmel Turning Late Night Laughs Into Digital Dollars

With hundreds of millions of views, "Saturday Night Live," "Jimmy Kimmel Live!" and "Late Night with Jimmy Fallon" have struck gold through their online videos.