Advertisers certainly seem confident of Pat Kenny's Late Late debut. Advertising time during the programme was initially made available at £3,000 per 30-second spot, causing some media speculation that the station was selling the time off cheap due to lack of interest.

However, by the time sales closed for the programme on Wednesday lunchtime, some spots were being sold for the premium rate of £7,000, with none of the spots being sold for less than £5,000.

This time last year the first Late Late show spot sold at a maximum of £5,000.