The cost of an average 30-second spot for the Super Bowl has rocketed more than 100% between 2007 and 2016, according to Kantar data – rising to $4.8 million from $2.39 million.

Marketers are attempting to hold the line at $5 million per spot.

“We get concerned whenever we see prices going up,” says Marcel Marcondes, chief marketing officer for Anheuser-Busch’s U.S. operations, in an interview. With more people watching sports via streaming video, “the context has changed,” he suggested. “People’s behavior has changed, and therefore the negotiations about the price should change as well.”

This year's game will be televised on NBC.

Advertiser demand is “holding up to our plan,” said Dan Lovinger, executive vice president of ad sales for NBC Sports Group. “I imagine you would understand that, traditionally, we don’t plan for decreases.” The company is seeking “north of $5 million” for a 30-second ad berth in the game, he added.