Those Doritos ads are gonna cost a lot more at next year's Super Bowl — 11 percent more to be exact.
Super Bowl 50 is still six months away from being broadcast from Santa Clara — but the NFL championship game has already put some big numbers up on the board. Like a 30-second spot costing $5 million for the first time.
CBS, which will air the game on Feb. 7, confirmed Wednesday its TV network has sold an ad for that amount.
Last year, the going rate on NBC was $4.5 million.
The last time CBS aired the Super Bowl, three years ago, the average 30-second spot cost $3.8 million.
Speaking on the company's second-quarter earnings call, CBS chief executive Les Moonves reiterated that Super Bowl ads airing on TV would also stream online at the same time, generating even more revenue.
"We are learning a lot, and as you can see, as you read what Comcast is doing, what DISH is doing, is the addressability is becoming clearer and clearer, and that is only good news for us," Moonves said. "The more they know [about their audiences], the more we're going to be able to sell."
Moonves shook his head at a question that suggested the sheer production costs of broadcasting the game, plus incremental sports rights, may make it tough to make money.
"If there's a rap on it, tell them we will take the Super Bowl every single year, year in, year out, forever," he said. "So you know what, if the incremental doesn't outweigh the amount of money you get per spot.
"We're very excited about having it. There's no downside."