Ad sales for this Sunday’s 87th Annual Academy Awards telecast are setting record prices for ABC.

“The price of a 30-second commercial spot during the telecast reached an average of $1.95 million, up 8% from last year, according to people familiar with the sales,” the Los Angeles Times reports. “The lofty prices could help the network rake in more than $100 million for commercial time during the three-hour show.”

The network reportedly completed its sales of commercial time ahead of schedule, with some spots topping $2 million. The Oscars broadcast has been a hot commodity since the ceremony a year ago, hosted by Ellen DeGeneres, drew 45 million viewers, the ceremony’s best turnout in 10 years, the report notes.

Another popular entertainer, Neil Patrick Harris, is set to host this Sunday’s show. However, one barrier to matching last year’s viewership numbers is that the movies nominated this year have not been as popular at the box office as the ones nominated last year.

“These big tent-pole television events remain very attractive to advertisers,” said Andy Donchin of ad firm Dentsu Aegis Network. The report notes that ad sales in general this season have been “sluggish.”