Sunday is the biggest night of the year for advertisers. Since the Super Bowl is one of the most-watched live programs of the year, advertisers pay top dollar to get 30 seconds of screen time on game day. But just how much does a Super Bowl LIV commercial cost? The 2020 price has been revealed, and it’s not for the frugal spenders.

Just 30 seconds of ad time during the 2020 Super Bowl on Fox costs $5.6 million, according to the Hollywood Reporter. That a $400,000 increase from last year, when 30-second commercials cost $5.2 million.

Of course, that’s assuming they air just a 30-second commercial. Lots of advertisers seem to believe longer ads make a bigger impact. Hyundai’s “Smaht Pahk” ad for the 2020 Sonata, which features famous Boston natives like Chris Evans, Rachel Dratch and John Krasinski, is a full minute long. The same goes for Amazon Prime’s “Hunters” trailer, starring Al Pacino. If they air the full promotional clips they’ve released online, the companies will pay $11.2 million for just one airing.

THR notes that this sky-high price is why audiences will see fewer movie trailers during the Super Bowl this year. Only Universal and Disney are buying commercials during the game itself, while Paramount will join the studios in the pregame commercials. Expect “A Quiet Place II” and “Fast and Furious 9” to get flashy Super Bowl ads.

Despite the hefty price tag keeping some of Hollywood away, major brands are still all in. Avocados from Mexico, Cheetos, Doritos, Kia, Mountain Dew, Olay and Pop-Tarts are just a few of the companies airing star-studded spots during the Super Bowl.

According to Statista, there are usually between 80 and 100 commercials aired during the Super Bowl. In 2019, that added up to 49 minutes and 31 seconds of ad time. At $5.2 million for half a minute, that adds up to about $514.8 million. Expect even more to be spent in 2020.

Super Bowl LIV airs Sunday on Fox. Kickoff is set for 6:30 p.m. EST.

Hyundai Super Bowl Evans Krasinski Dratch
John Krasinski, Rachel Dratch, and Chris Evans in a Super Bowl LIV ad for the 2020 Hyundai Sonata. Hyundai