Every year it feels like we allow our jaws to drop in shock at the price of a 30-second Super Bowl ad slot and yet every year the price to do so just keeps climbing. This year it’ll cost advertisers somewhere around a cool $4 million or even more to dazzle viewers with the best commercials they can come up with. That’s a record price — and in some cases, it’ll cost even more.

The “at least” $4 million part of the price is just what CBS is giving out as the bottom line price, and isn’t exactly explaining how or why an ad would cost upwards of that, reports CNN.

“We don’t confirm exact pricing, since all spots are sold with different considerations and often in different packages,” CBS  spokesman Dana McClintock told CNNMoney. “But it’s safe to say that spots are going for $4 million each, and in some cases more.”

How very coy! “We can’t tell you but let me tell you, it’s this much!”

The Super Bowl runs on CBS on Feb. 3 this year and will be played in New Orleans between two as of yet undetermined teams. If your team is in the playoffs you’re probably paying attention, and if it’s not, I’m sorry.

CBS adds that not only are prices rocketing up toward the sky, but there’s not enough room for everyone who wants to run one.

“We are nearing the finish line, but not sold out,” said the spokesman.

Last year’s record was $3.5 million, the going price NBC set for a 30-second ad spot. The usual contenders for 2013 include Pepsi, GoDaddy, Hyundai, Skechers, Audi and we’re sure plenty of others.

Super Bowl ad price hits record $4 million [CNNMoney]

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