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

The cost for a 30-second Super Bowl commercial has hit new heights, with ads being sold for about $8 million in the weeks leading up to the game,

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.