The Oscars, set to air on ABC on March 4, have sold out the advertising inventory for the broadcast, which ABC says is the earliest the ceremony has ever sold out, MediaPost reports.

“The network also notes total Oscars’ advertising revenue hit a record — although it did not reveal specifics. It added that the price for a 30-second advertising unit has climbed by ‘high single-digit’ percentages versus last year,” the story reports.

The average price of a 30-second spot in last year’s Oscars was $1.9 million, MediaPost reports, citing the Standard Media Index. “The 2017 movie awards show was estimated to have pulled in around $123 million in national advertising sales,” the report adds.