Fox Broadcasting Co. is asking for at least $7 million per 30-second advertisement during the NFL‘s next Super Bowl on Feb. 9.

A trio of people familiar with the matter told Variety that the asking price for ads represents a bump in starting negotiations with buyers, up from the range CBS initially sought for the Super Bowl this year.

The average price for a 30-second commercial during the NFL title game in February was $6.47 million, according to sports business website Sportico. That average represented an 11% hike from the previous year’s Super Bowl.

The slots for overtime, only the second in Super Bowl history, cost around $4 million, according to Ad Age.

Fox has not publicly disclosed an official price for the next Super Bowl’s TV ads.

Last winter’s Super Bowl drew an average of 120.3 million viewers, the largest audience for a single-network telecast, according to Nielsen.

In an interview Monday with Variety, Fox President of Advertising Sales Jeff Collins alluded to the high viewership for the NFL’s biggest event, saying that “we have never received the Super Bowl in this good of a shape before.”