• CNNMoney.com, Friday, January 5, 2007 11:30 AM

Super Bowl XLI is a month away, and while real sports fans fret over which teams will get to Miami, the advertising hoopla associated with the big game is already underway.

According to some media buyers, CBS is asking for even more than the record $2.5 million ABC charged last year for a 30-second spot. "I'm hearing that ads are being sold for more than last year," says Bill Carroll, vice president and director of programming with Katz Television Group. "It's not going to be a dramatic increase, but informally, people from advertising agencies as well as CBS have said it will probably be a new record."

John Bogusz, executive vice president for sports sales and marketing for CBS, confirms that some advertisers are paying more than $2.6 million for a spot. Most of the time in first half of the game is sold out, but he is still looking to sell inventory, mainly during the fourth quarter.

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