CHICAGO – Sunday’s NFC and AFC match-ups confirmed which teams are going to the Super Bowl on February 3, and while most viewers will tune in to see who takes home the trophy, many will also tune in for the ads. No stranger to clever and entertaining Super Bowl advertising, Anheuser-Busch and may devote at least seven of its nine Super Bowl spots to Bud Light, according to AdAge.com. 

A company spokesman declined to comment on the brewer's Super Bowl ad lineup, which is expected to be unveiled later this week, reports AdAge.com. But the company made it clear in recent months that it intends to remedy what it saw as a lack of focus on its largest brands last year. 

In the past, the company typically has used multiple spots in the telecast to push Budweiser and has frequently worked smaller brands such as Budweiser Select and Michelob into the game as well, the news source writes. 

But this year, despite a brand portfolio that has added dozens of import, craft and specialty brands, the brewer is allocating an estimated $18 million of its Bowl buy to its top seller. 

Bud Select is now being more narrowly targeted in the handful of urban markets where it's gained traction since its 2005 launch. And the marketer is relying heavily on print, online, outdoor and radio to sell smaller-scale brands such as Stella Artois, Hoegaarden and Rolling Rock.

The January issue of NACS Magazine tackles the issue of how convenience retailers are upping their ante and stocking shelves and coolers with beer for the upcoming Super Bowl match-up between the New England Patriots and the New York Giants. Both A-B and Miller Brewing weighed in on the article, as well as a number of U.S. convenience retailers.

According to Anheuser-Busch, the Super Bowl is one of the top two in-home party days of the year, trailing New Year’s Eve, and according to Miller Brewing Co., the Super Bowl ranks as the seventh most important key time period for beer sales. The next few weeks before the Super Bowl could score big opportunities for beer sales in the convenience channel.