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Data: Kantar Media; Chart: Chris Canipe/Axios

The average rate for a 30-second Super Bowl in-game ad increased by nearly 100% over the past decade, reaching a whopping $5.24 million in 2018, according to data from Kantar Media, a subsidiary of WPP.

The big picture: It's one of the most lucrative advertising opportunities in the America, next to the Olympics. Per the report, while the Super Bowl typically draws more total ad revenue than the World Series or the NBA finals, all three are dwarfed by the Olympics.

Yes, but: A new report from Bloomberg suggests that that rate has stopped growing this year. While neither Kantar nor CBS, the broadcast network hosting Super Bowl LIII, have yet released figures about 2019 ad spending, sources tell Bloomberg that CBS is selling in-game spots for an average of $5.1 million to $5.3 million, not far off from where it was last year.

Go deeper: NFL signs $30 million casino partnership with Caesars

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Photo: Mark Wilson/Getty Images

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