TV3 is celebrating the most successful week in its 12-year history after pulling in record viewer figures and bumper advertising revenue thanks to the X Factor final and Coronation Street's 50th anniversary.
The station can expect to reel in €500,000 this weekend alone purely on advertising for the final of the X Factor, according to Graham Taylor, chief executive of media and advertising company GT Media. Massive viewing figures for last week's Coronation Street episodes also put the channel on the most-watched list.
"There has been an extra ad break inserted into the X Factor by ITV this weekend, making it even more lucrative for TV3," Taylor said. "Each ad is almost four minutes long and there will be almost 60 ads in the time period that the X Factor is on alone. It is going to be extremely lucrative for the station, pulling in around €500,000 going by those figures."
Advertising sources also estimate the current sponsorship of the X Factor by Dominos Pizza to be worth about €400,000 to the station.
According to viewing figures for the week, 836,000 tuned in to see who lived and died in the tram crash storyline in Coronation Street on Monday, while 829,000 watched Thursday's live episode.
"We expect bumper ratings with the X Factor and The Apprentice both wrapping up their series. We would be predicting over 1.6 million reach across both shows," said a spokeswoman for the station.
TV3 director of programming Ben Frow said last week was one of the most successful in the stations' history. "Though we won't have the final figures until tomorrow morning, we are expecting them to be our biggest ever. We have had 10 days of big events from the I'm a Celebrity... final, the budget, Coronation Street, the X Factor and tomorrow, The Apprentice.
Over a million viewers are expected to tune into tonight's X Factor final to see who will be crowned this year's winner of the €1m record deal.
Last week, almost 1.4 million viewers watched Dublin's Mary Byrne become the latest contestant to be booted off the show, taking in almost 50% of the audience share. This was the highest rating for any show in the history on the station.