NEW YORK: US television network NBC Universal is planning to ratchet-up the price of a 30-second commercial during next year's Super Bowl extravaganza to $3 million (€1.9m; £1.5m).
The increase of more than 10% is around double the usual annual rise but NBC believes advertisers will pay the asking price thanks to record ratings for the 2008 game.
Super Bowl is one of the few events which can attract mass viewing and companies will pay a premium to reach that audience, argues NBC.
And says marketing professor Chuck Tomkovick: "It's a way for a company to say, 'We're a player'."
Data sourced from Wall Street Journal Online; additional content by WARC staff