Fox, the broadcaster of this year’s Super Bowl matchup, originally sought about $7 million for 30 seconds of ad time during the game, the highest-rated event in the United States.

Fox has cracked the $8 million mark for a 30-second Super Bowl ad, selling at least 10 spots at that level, according to sources familiar with negotiations ahead of the February 9 game. The average price of an ad is $7.

Fox reported during its November earnings call with investors that it sold out of ad spots for the Super Bowl in the fall.