Strong demand for ad time in ABC’s telecast of the Academy Awards ceremony may push this year’s advertising sales to almost $100 million, reports MediaPost’s MediaDailyNews.

That would top last year’s $88.3 million in commercial sales, the story notes. The telecast is selling 30-second spots for $1.8 million, or about 10% higher than last year.

Such a growth rate has only been recorded twice in the past decade, the story notes, citing Kantar Media. “The robust pricing reflects advertiser demand for live TV events that can generate strong engagement in social media,” Kantar Media said.