RTÉ HAS told advertisers it will cut ad rates for the Eurovision final by half if Jedward, Ireland’s entrants in this year’s competition, do not make it past the semi-final.

The broadcaster has set a rate of €10,000 for a 30-second spot in the ad breaks of the final, which takes place in Baku, Azerbaijan, on May 26th.

However, the prices will drop to €5,000 per spot if Jedward are knocked out in the midweek semi-final.

Fiona Field, media director at the agency Mediaworks, describes the dual structuring of the rates, which was not offered last year, as “quite welcome” for advertisers, given ratings for the final would likely be subdued in the event of Ireland’s early elimination.

“Events like Eurovision, the Toy Show and the Rose of Tralee that are sold as specials are a bit of a gamble for advertisers,” she says.

Ratings for Eurovision have fluctuated considerably in recent years. The 2011 Eurovision final, in which Jedward also represented Ireland, was the second most-watched show on Irish television last year, with an average audience of 1.18 million and a peak audience of almost 1.5 million. However, ratings averaged at 798,000 with a peak of 1.1 million a year earlier, when former winner Niamh Kavanagh returned to perform.

Given Eurovision viewing figures tend to peak during the voting process, RTÉ has placed a 25 per cent premium on spots booked in ad breaks taking place during the “douze points” climax of the show.

Last year’s audience bump suggests there could be a “Jedward premium” to Eurovision ratings, according to Field. Viewership of the final will likely remain high again this year – but only if Ireland qualify.

“I suppose, in this instance, RTÉ wants to be fair to advertisers.”

Field cites recent media coverage of Jedward’s completion of the Los Angeles marathon as evidence that the publicity machine behind Jedward – aka former X Factor contestants John and Edward Grimes – remains unbreakable one year on.