Fox wants to push the cost of advertising in the next Super Bowl to more than $5 million per 30-second spot, which would be a new record, according to Variety, which reported the news Thursday.
One Variety source, who is familiar with the negotiations, told the paper that Fox Sports in some cases is seeking $5.6 million or higher.
Fox Sports is not the first network to attempt a price hike, according to Variety. In 2014, NBC sought to sell Super Bowl commercials for $4.5 million. It worked until just a few days before its 2015 broadcast of Super Bowl XLIX to sell out its inventory.
Fox Sports declined to comment, and the NFL did not immediately respond for CNBC's request for comment.
Read more in Variety's report.