Media buyers are predicting that Saturday's (25 November) Rugby World Cup final between England and host Australia will generate the most expensive ads ever seen in a breakfast slot on British television. The first pre-match break is expected to yield ITV around£210,000 - 10 times the amount GMTV would normally receive for the slot. GMTV - whose slot usually ends at 09.25 - has sold ITV 55 minutes of its airtime on Saturday so rugby coverage can begin from 08.30.

Media buyers are predicting that Saturday's (25 November) Rugby World Cup final between England and host Australia will generate the most expensive ads ever seen in a breakfast slot on British television. The first pre-match break is expected to yield ITV around£210,000 - 10 times the amount GMTV would normally receive for the slot. GMTV - whose slot usually ends at 09.25 - has sold ITV 55 minutes of its airtime on Saturday so rugby coverage can begin from 08.30.