ITV will reportedly charge £100,000 for each advertising slot during tomorrow night's live episode of Coronation Street, generating £4 million in revenue.
According to Media Week, 30-second slots on the hour-long show will go for significantly more than the approximate £65,000 charged for standard episodes of the soap.
Media agency traders claimed that ITV initially quoted advertisers wanting to buy slots on the live show prices 50% or even 100% above the standard rate.
Advertising spots aimed at housewives and children but not covered by agency deals could fetch as much as £150,000, the traders said.
Another source at a media buying agency estimated that ITV's total income for the live extravaganza could be more than £4 million.
On Monday, Coronation Street's tram crash episode was seen by 13.74 million viewers on ITV1, commanding a 48.1% audience share in its timeslot. The live episode, timed to mark the soap's 50th anniversary, is expected to attract an equally massive audience.
The week-long celebration of Coronation Street follows a string of ratings hits for ITV, earning the broadcaster millions in advertising revenue.
Last month, it was reported that ITV was charging an eye-watering £250,000 for 30-second slots on next weekend's two-part final of The X Factor.
The two shows are expected to generate around £25m for the broadcaster, as Simon Cowell's talent programme rapidly cements itself as 'the Super Bowl of UK television'.
