Comcast’s NBC Universal is hoping to score at least $7 million per 30-second commercial spot aired during Super Bowl LX, according to a report on Monday.

The report, from Variety, comes after Fox Corporation was able to command as much as $8 million for a 30-second commercial spot during Super Bowl LIX, which aired on its broadcast network and streamed live on Tubi last month.

NBC is still soliciting buyers from incumbent advertisers who aired spots during Super Bowl LX. A few, like State Farm, have been hesitant due to rising costs associated with the California wildfires and other disasters.

The Super Bowl is just one event that is likely to bring a windfall of ad revenue to Comcast, NBC and its local stations. In addition to the Super Bowl, NBC has the 2026 Winter Olympic Games from Milano, Italy — which starts on February 6 and will air simultaneously with Super Bowl LX — and coast-to-coast rights to National Basketball Association (NBA) games, which start later this year and run through April 2026.

NBC is tying its Super Bowl telecasts with that of the Winter Olympics, arguing that ad buyers who purchased spots against just the Super Bowl in 2022 missed out on reaching more than 40 million viewers who also tuned in to the Winter Olympic Games, Variety said.