Canadian television network CTV has posted a leap in ad rates by around 25% in anticipation of the mid-September debut of the Canuck version of Britain's Who wants to Be a Millionaire?

"I certainly think it's one of those special events that will draw a big audience," believes Peter Swain of Toronto media shop The Media Company. "I'm sure we'll be participating once we haggle down the price." CTV’s rates [prior to deflation by Mr Swain’s negotiating skills] are currently running at $31,000 for a 30-second spot.

The US version of Millionaire, licensed from the UK original, is already running in Canada, attracting an average of 2.2 million viewers and 3.5m for the special celebrity contestant variants.

News source: Advertising Age - International Daily