Advertising costs for Super Bowl LVI on NBC could reportedly climb up to $6 million for a 30-second commercial.
Per Brian Steinberg of Variety, the network is negotiating the potential sale price for ads during the NFL's championship game on Feb. 13.
Steinberg added that NBC has been telling potential sponsors "they may have to buy an equal amount of ad inventory in its 2022 broadcast of the Beijing Winter Olympics" to receive "prominent placement" during the Super Bowl.
The Super Bowl is the most lucrative advertising event of the year for the network that has broadcast rights.