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2018 game to set a new record at “more than $5 million” per spot

It’s officially Super Bowl advertising season, and no discussion about this year’s crop of big game advertisers can begin without a closer look at the price tag attached to the game’s 30-second commercials.

During the 2017 broadcast, FOX commanded $5 million per 30-second spot, and 2018 host NBC is reportedly asking “more than $5 million” for half a minute of airtime in this year’s game. No details are available detailing precisely how much more than $5 million NBC is asking, but the total — whatever it may be — is a new record.

NBC was reported to have sold all but a few of the spot back in October and is offering advertisers a package deal that includes air time in the Winter Olympics that run throughout February. NBC’s remaining Super Bowl spots are expected to be sold in the days and weeks before the game and likely at a cost well above the $5 million-plus asking price offered to early buyers.