Yesterday, the Wall Street Journal announced that the starting rate for a 30-sec spot during the 2009 Super Bowl is $3 mil. Last year's starting rate was $2.7 mil.
I didn't realize this but, according to the article, long-time sponsors like Anheuser-Busch receive a discounted rate because they purchase multiple spots each year and purchase them early. The WSJ reports that A-B "has locked in a rate of about $2 million for each of its spots... . The brewer often buys about 10 ads every Super Bowl and purchases ad time months and years in advance."