Advertising spending during this Sunday’s Super Bowl is at near-record levels, with the world’s biggest companies shelling out large sums to get their products in front of millions of viewers.

The average cost of a 30-second commercial for the NFL’s biggest game of the year is around $7 million, The New York Times reported, noting a decade ago the average for the same amount of time was $4 million.

Most ads last year sold for between $6 million and $7 million, The Associated Press reported.

Last year’s big game featured big-budget ads for Dunkin’, The Farmer’s Dog pet food delivery, Amazon and several alcohol companies, among others.

This year’s Super Bowl, which will be broadcast by CBS, is expected to bring in tens of millions of viewers tuning in to watch the Kansas City Chiefs take on the San Francisco 49ers.

Ratings for NFL games have ballooned in recent years with the explosion of sports gambling, games being played on more nights of the week and the NFL’s push into larger and international markets.

Anticipation around this year’s Super Bowl is especially pointed, given the buzz surrounding Chiefs tight end Travis Kelce, who is dating pop megastar Taylor Swift.