The meteoric rise of Super Bowl ad prices looks to be over.
CBS Corp., which will broadcast the big game from Atlanta on Feb. 3, is selling 30-second commercials for $5.1 million to $5.3 million, people familiar with the matter said. That’s roughly the same price as last year, when NBC sold them for $5.24 million, according to research firm Kantar Media.
The Super Bowl is still the most-watched TV event of the year — and the biggest advertising showcase — but the audience peaked in 2015. Last year’s game drew 103.4 million viewers, the fewest in nine years.