Grammys 2015: Target's Imagine Dragons Commercial Break Cost About $8 Million

Imagine Dragons
Isaac Brekken/Getty Images for Target

Imagine Dragons performs live for a Target commercial during music's biggest night on CBS on Feb. 8, 2015 in Las Vegas, Nevada.  

Instead of seeing the same pirate-themed ad for the fifth time during the Grammys broadcast, big box retailer Target bought out an entire commercial break -- four minutes -- to allow Imagine Dragons a chance to get comfortable (and push Target's new #MoreMusic campaign) and perform new single "Shots" from Las Vegas. The spot was directed by Jonas Akerlund, who's previously worked with Beyonce, Rihanna, U2 and many others.

With ad rates averaging $1 million per thirty-second spot during the broadcast, Billboard can estimate that the time on air alone cost Target about $8 million.