$3 million

That's how much it will cost to run a 30-second national ad during the Super Bowl XLIII, according to today's Wall Street Journal:

While individual slots have sold at that level before, it's never been the starting point for negotiations for the dozens of 30-second ads sold for the game. It represents a price increase of more than 10%, roughly double the usual annual rise.

And remember, that doesn't include the cost to produce the spot.