Fox Corp. has sold at least 10 commercials for Super Bowl LIX for $8 million apiece, multiple outlets reported Wednesday.

The price tag is said to be about $500,000 higher than last year, far exceeding the typical year-over-year increase of $100,000.

Fox announced in November that it had already sold out its available ad spots for the game, which attracted an audience of 123.7 million viewers last year.

“What was unique to this Super Bowl, or this marketplace, was we had a lot more people that weren’t in the game at all, all of a sudden be like, ‘No, no, I have to get in the game,'” Fox Sports executive vice president/ad sales Mark Evans said, per ESPN.

“If I learned anything, it’s that we’re in a period now where the live sporting event, where people and families come together to watch, is that much more coveted. There’s an escalation in price and interest in the demand for live sports, but we’re not at its peak. We’ve still got runway for growth.”

The Kansas City Chiefs will attempt to pull off the first Super Bowl three-peat when they face the Philadelphia Eagles in a Super Bowl LVII rematch on Feb. 9 in New Orleans.