NBC’s Thanksgiving day NFL game — which will mark the first NFL game to be broadcast in prime time on the holiday — is scoring advertising rates near $1 million, reports Adweek.

"Every single spot in the game — and I do mean every one of them — has a unit cost of $975,000,” said Seth Winter, executive VP, sales and sales marketing, NBC SportsGroup. "There’s nothing that will air that will cost a dollar more or a dollar less."

The game will pair the New England Patriots and the New York Jets, and could bring playoff-sized ratings, the piece notes. The game kicks off at 8:20 p.m., New York time.

For NBC’s flagship program "Sunday Night Football," a single 30-second spot commands about $500,000, the story notes.