ITV in for bumper weekend as demand for The X Factor final remains high

ITV is charging up to £200,000 for 30-second spots in The X Factor final this weekend.

The X Factor
The X Factor

Media agency buyers estimate that 30-second spots during the final are being bought for between £130,000 and £200,000 each. ITV is charging a 50 per cent premium on standard prices.

ITV brought in Rita Ora and Nick Grimshaw to sit alongside Simon Cowell and Cheryl Fernandez-Versini on the The X Factor judging panel this year. Caroline Flack and Olly Murs also replaced the long-time host Dermot O'Leary.

Despite the changes The X Factor’s audience has declined slightly year on year. According to figures from ITV the show is averaging 8.2 million viewers, a 33 per cent share. Last year’s series averaged 9 million viewers, a 35 per cent share.

The X Factor’s share of the 16-to-34 year olds watching TV while it’s on has increased. It is averaging 48 per cent of 16-to-34 year olds this year, up from 45 per cent last series.

It is understood that demand for spots in the show has been as high as ever despite the dip in audience, particularly among retail, technology and entertainment brands.

Star Wars: The Force Awakens is understood to have taken a high-profile ad slot ahead of its launch on Thursday. Other brands advertising during the show include John Lewis, Apple, Google and Sony PlayStation.

As part of its headline sponsorship, 20,000 TalkTalk customers will see 17-year-old solo Louisa Johnson, 19-year-old Ché Chesterman and the duo Reggie 'N' Bollie compete in the final at Wembley Arena this weekend.

It is estimated that there are 60 minutes of advertising around the two two-hour long shows, including the intro and exit breaks, which suggests ITV’s ad haul for the show’s final weekend could reach £20 million.

Media agencies estimate that the cost of advertising in the final this year is similar to 2014, as the inflation in the TV market has largely negated the decline in viewers.

The X Factor app, which is sponsored by Domino's Pizza, has been downloaded more than 2 million times and it is understood that there has been over 20 million votes during this series.

An ITV spokewoman declined to comment.

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