RTÉ could generate more than €1m in advertising and sponsorship revenue from this year’s Late Late Toy Show, as it puts a limited number of premium broadcast and digital packages on the market ahead of the December 4th broadcast. The packages alone are worth more than €800,000, with the broadcaster also hoping for a strong take-up of its €20,000 audience giveaway packages.
Ireland’s biggest annual television event will offer advertisers nine TV broadcast and RTÉ Player packages, alongside the traditional on-air audience giveaway, which this year will cost advertisers €20,000.
The top-tier “Break One” Package is priced at €112,000, up from €95,000 last year. The package offers an advertiser the first ad position in the first break of the Toy Show as well as the same position in the repeat. It also includes first-in-break positioning on RTÉ Player, with 250,000 impressions. Of the €112,000, €92,500 relates to the TV element with €19,500 for the RTÉ Player.
A second “Break One” package is available for €95,000, giving the advertiser last-in-break positioning on television during the first break and the repeat. It also includes 250,000 RTÉ Player impressions, although without guaranteed positioning.
According to RTÉ, there are also two “Break Two” packages available for €95,000 each. These include either first- or last-in-break positioning on television together with the same positioning in the repeat and 250,000 impressions on RTÉ Player.
In addition, four packages covering Breaks Three and Four are available for €85,000 each, while a further in-break package is priced at €82,500. The Break Three and Four packages include €73,000 worth of television inventory and €12,000 of RTÉ Player inventory, while the in-break package includes €70,500 of television advertising and €12,000 on the Player.
If all nine packages are sold at full price, RTÉ stands to generate €820,0000 from these advertising packages alone.
However, this does not include the popular audience giveaway packages, which have increased in price to €20,000 per advertiser, up from €15,000 last year. Ten giveaways during the show, for example, could push advertising revenues over the €1m mark for the show.
The higher prices and larger number of packages mean the potential commercial return from the Toy Show has increased substantially. Last year’s advertising packages had a combined value of €494,000 before audience giveaways were taken into account.
The Late Late Toy Show remains RTÉ’s biggest annual television property. Last year’s Grinch Who Stole Christmas-themed show, hosted by Patrick Kielty, attracted 1.7m viewers and was the most-watched TV programme of 2025. RTÉ says the programme also generated 36m video views and 2.8 million interactions across its social media channels.
The programme also delivered a record 592,275 streams in the Republic of Ireland on RTÉ Player, an increase of 11% year-on-year, while the Toy Show Appeal raised more than €4.7 million for children’s charities.
