HOUSTON (KTRK) --Advertisers may be pining for the good ol' days of 1967 when a 30-second spot during the Super Bowl only cost $42,000 each.
This year, they'll cost you $5 million.
If there's any good news for businesses trying to get their products in front of one of the largest audiences every year - the price is the same as last year.
INTERACTIVE: Tap the line to see the price of a 30-second spot over the years
But that's still a million more than 2014 that topped out at $4 million.
Break it down per second, and you're paying $166,666 for every tick of the clock.
Super Bowl rates have grown exponentially over the years. Prices provided by the Associated Press show 1974 was the first year that a spot would cost you more than $100,000. It also happened to be the year the Super Bowl was in Houston for the first time.
RELATED: Remembering Houston's first Super Bowl in 1974
Ten years later, that would quadruple to nearly $400,000. The rate would double in another 10 years, seeing the first million-dollar spot in 1995.