USA television network NBC, broadcaster of this year's Super Bowl, will show any players who kneel during the pre-game national anthem to protest racial inequality, the game's executive producer said on Tuesday.
A 30-second ad during NBC's Super Bowl telecast on February 4 is selling for "north of $5 million", NBC Sports advertising sales chief Dan Lovinger said during a conference call on Thursday, according to the Los Angeles Times.
Sportscaster Al Michaels and NBC Sports executive producer Fred Gaudelli addressed several of the controversies that have plagued the National Football League this season during a panel at the Television Critics Association winter press tour on Tuesday.
The company also expects over $900 million in national ad sales for the Olympic games, which would be a first for a Winter Olympics, Lovinger said.
The figure includes $900 million for the Olympics in South Korea, which start February 9.
Advertisers have not expressed any concern about ratings around the Super Bowl, Lovinger said.
Lovinger said about 30% of his revenue was coming for advertiser who are buying spots in both big events. Every game since 2010 has drawn at least 106 million viewers.
The Super Bowl traditionally ranks as the year's most-watched event on USA television.
The cost of Super Bowl advertisements has more than doubled since 2007.
The anthem protest conversation reached new heights following Donald Trump's comments and tweets demanding that teams remove any players who choose to kneel.
Eli Harold, Eric Reid, Marquise Goodwin and Louis Murphy of the San Francisco 49ers kneel during the national anthem before a game.
In a separate media call, Dan Lovinger, executive vice president of advertising, said only a scant few of 's 30-second TV spots have not been sold.
"All we have seen is enthusiasm for the Super Bowl", he said.