Sports fans or not, we all look forward to the commercials during the Super Bowl. We all have our favorites; from the classic Budweiser frogs, to the beautiful Cindy Crawford simply stopping to grab a Pepsi at a gas station. While we all have a good laugh (or cry), millions of people who watch these commercials have no idea how much 30-seconds cost those big companies.

So how much does 30-seconds of airtime during the Super Bowl run? According to Fortune, the price tag is a whopping $5 million! This is an 11% increase from last year’s price of $4.5 million. For some companies, this is money well spent. Between 2005 and 2014, the price of a 30-second spot has increased 75%, generating a total of $2.19 billion in sales.

What do you think? Is $5 million a reasonable price tag?

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