The high demand seems to have pushed advertising prices to a record, with a few ad spots reportedly selling for a record $8 million and even $8 million-plus for 30 seconds.

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.

Lay, Taco Bell, Uber Eats and others will vie to win over the more than 120 million viewers expected to tune in for the broadcast.