CBS, which will broadcast the Super Bowl on Feb. 3, said it sold out of its commercial time for the game, Advertising Age reports.
That is, unless an advertiser wants to pay up much more than the average price of $3.7 million to $3.8 million. “Yes, we are sold out, but if one of those movie companies wants to come in and pay five or six million, we will find room," CBS Chief Executive Leslie Moonves said, according to The New York Times.
Moonves’ jest was a reference to the movie studios tending to wait longer than other advertisers to buy their Super Bowl spots, the Times story notes.
Some of the commercial time has sold for "over $4 million," Moonves added.
The average price for last year’s Super Bowl game, which aired on NBC, was $3.5 million, the Ad Age piece says.
Advertisers in this year’s game include M&M, Toyota, Budweiser Black Crown and Coca-Cola, The Times notes.