Stat of the day: £200,000

The asking price for a 30-second ad during the X Factor finals.

by Elizabeth Anderson
Last Updated: 09 Oct 2013
ITV looks set for a generous treat this Christmas: advertisers are apparently going to stump up more than £200,000 for a 30-second spot during the ad breaks of the X-Factor final.

Spread over two days in December, the final is expected to be ITV’s most profitable four hours this year - around 60 30-second ads will be shown over the course of the weekend, meaning ITV could earn more than £12m. The asking price is a 10% increase from a spot on last year’s finals, reflecting the rise in audience figures, which have also gone up by about 10% this year. Nice.

It’s no doubt more welcome news for the broadcaster, which has already made gains during the World Cup. It also suggests that 2009's drop in ad spend, the worst on record, looks to be over - all major advertising categories have shown growth throughout 2010.  

But the broadcaster isn’t rejoicing just yet. Most television analysts predict it’ll be a tough start to the new year, with many broadcasters’ prime-time shows finishing just after Christmas. That’s certainly true of ITV, which has enjoyed success recently with new shows like Downton Abbey proving a hit with audiences. Just don't mention Daybreak...

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