JEDWARD will give a much needed boost to RTE coffers during Eurovision.
RTE are hoping to make as much as €20,000 a minute during ad breaks if the Lucan twins make it to the Eurovision finals.
However, marketing bosses have promised prospective advertising clients that this rate will drop to half if the 20-year-old twins fail to make it past the semi-finals, although this scenario is seen as highly unlikely. The broadcaster has set a rate of €10,000 for a 30-second spot in the ad breaks of the finals, which takes place in Baku, Azerbaijan, on May 26.
This will drop to €5,000 if the boys don't make it to the final -- a new measure RTE has introduced this year in a bid to entice advertisers but not leave them with high rates should the boys fail to progress.
"The semi-finals and Eurovision final are two of the most highly-rated programmes in the year for RTE, often just coming in behind the Late Late Toy Show," one insider said. Last year's Eurovision final, which also saw Jedward represent Ireland, saw the second most-watched programme on Irish television last year with an average audience of 1.18m tuning in.
The previous year, which saw chanteuse Niamh Kavanagh representing Ireland, saw an average audience of 789,000 tune in.
"The twins are a major attraction and it is thought that even more people might tune in this year," the insider said.