Advertisers hoping to wait until the last minute to get a bargain on a Super Bowl spot are out luck.

Fox, which is airing the game on Feb. 3, sold the last ad yesterday. A source said the ad fetched north of the $2.7 million average price.

Demand for the 63 national network spots has remained strong right up to the game.

The spots sold especially fast this year, with advertisers snapping up almost all the inventory months in advance of the game.

The Super Bowl is always a big event for advertisers, drawing upward of 90 million viewers.

This year, advertisers have been particularly keen on live sports programming, which is seen as TiVo-proof.

Earlier in the year, there was speculation that the threat of the writers’ strike, which is now in its third month, spurred buyers to get in the game early.

Fox had only a handful of spots at the start of November, when normally the network airing the game would have dozens.

After mostly sitting on the sidelines last year, the major movie studios also jumped back in the game, driving up demand for the pricey spots.

Ad prices for a single 30-second spot averaged around $2.7 million, although the price went as high as $3 million.

Big advertisers that buy multiple spots typically get a discount. Some advertisers also bide their time in an attempt to get a spot for less.

Perennial Super Bowl advertisers Anheuser-Busch and Pepsi lead the pack with the most spots.

Other returning advertisers include FedEx, Coca-Cola, GoDaddy and General Motors.