The Lombardi Trophy is seen in this file photo.

The Lombardi Trophy is seen in this file photo. (AP)

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Advertisers are digging deeper than ever this year to afford a 30-second spot during the Super Bowl.

The going rate for a 30-second ad is now more than $4 million. That's up nearly a half-million dollars from last year's telecast.

This year's game is scheduled for February 3 at the New Orleans Superdome.

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