Every big brand wants 30 seconds of fame at the Super Bowl and for the 50th edition in 2016, advertisers are prepared to pay especially big bucks.
Advertising spots are being snapped up for $5 million apiece, according to CBS Corporation, the media conglomerate that will broadcast next year's Super Bowl—the U.S.'s National Football League championship game.
"Super Bowl advertising is already proving to be more lucrative than ever, with 30-second spots selling for $5 million and additional digital revenue being generated for Super Bowl ads online," Leslie Moonves, president and CEO of CBS Corporation, said during a quarterly earnings call on Wednesday.
Moonves said that this Super Bowl will be the "first time" that most ads air simultaneously online and on television.
He added that he was confident that CBS would profit from the Super Bowl, despite the rising cost of securing sports broadcasting rights and steep production costs.
"So, if the incremental (rise in the cost of broadcasting rights) doesn't outweigh the amount of money you get per spot…it is very, very worth it," said Moonves.
"You are going to see it in revenue and in profit in 2016 and we love having it. We're very excited about having it. There's no downside."
In recent years, prices for advertising spots have increased every year.
Companies typically spent $4.5 million to a secure a 30-second advertising spot at the Super Bowl in 2015, when it was aired by NBC. This was up from up from $4 million in 2014, when in was broadcast by Fox.
CBS last broadcast the Super Bowl in 2013, when 30-second ad spots went for around $3.8 million.
The considerable amounts advertisers pay reflect the numbers who tune into Super Bowl. According to initial figures, around 114.4 million watched the Super Bowl on NBC in 2015. Twitter also crowned 2015's game the "most tweeted @superbowl ever."
On top of that, tickets can go for crazy prices, averaging around $6,459 in January for 2015's Super Bowl.
On Wednesday, CBS delivered quarterly earnings and revenue that topped analyst expectations. However most of its major businesses, except cable, saw declines in revenue.
Super Bowl 50 will take place February 7, 2016.
Disclaimer: Comcast owns NBCUniversal, the parent company of CNBC, CNBC.com, and Universal.
—By CNBC's Alexandra Gibbs, follow her on Twitter @AlexGibbsy.