Super Bowl 50 is still six months away — but the NFL championship game has already put some impressive numbers up on the board: A 30-second spot will cost $5 million for the first time.
CBS, which will air the game on Feb. 7, confirmed Wednesday its TV network has sold an ad for that amount.
Last year, the going rate on NBC was $4.5 million.
Les Moonves, CEO of CBS, in addition to talking football, reported overall revenues in the second quarter ticked up 1 percent, to $3.22 billion. Adjusted earnings per share rose 2.7 percent, to 74 cents.
A consensus of analysts had been expecting revenue of $3.21 billion and an EPS of 72 cents.
CBS attributed the better-than-expected performance to a 28 percent increase in affiliate and subscription fees — driven by Showtime’s distribution of the highest-grossing pay-per-view boxing event of all time.
Ad sales, meanwhile, fell 3 percent.