The high demand seems to have pushed advertising prices to a record, with a few ad spots reportedly selling for a record $8 million and even $8 million-plus for 30 seconds.

Fox, the broadcaster of this year’s Super Bowl matchup, originally sought about $7 million for 30 seconds of ad time during the game, the highest-rated event in the United States.

The media giant has sold at least 10 of its 30-second spots for the big game, an individual familiar with the matter tells TheWrap