As the Denver Broncos face the Carolina Panthers for a chance at winning the historic 50th Super Bowl on Feb. 7, the ads being shone at home have reportedly hit a record-high cost.
A 30-second spot to be aired during CBS’ broadcast is going for $5 million, according to the network’s CEO Leslie Moonves in an earnings call last year, as Fortune reported.
That cost is up from $4.5 million, or 11%, compared with the ads shone during last year’s NBC Super Bowl broadcast, according to the Wall Street Journal, citing Kantar Media data. From 2005 to 2014, the Super Bowl has generated $2.19 billion in network advertising sales, the publication continued. Over the last 10 years, the average cost of an ad spot has increased by 75%.
“The long-term trend for the Super Bowl has been price escalation at a rate that’s been higher than the price escalation for the general TV marketplace,” Jon Swallen, Kantar Media’s North America Chief Research Officer, said in an interview with the publication at the time. “At the end of the day, if there weren’t advertisers willing to pony up that money, prices wouldn’t be that high.”
Fortune recently reported why there are so few second-time Super Bowl advertisers.
Fortune has reached out to CBS for comment, and we will update this post once we hear back.