Since its first presentation in 1975, the "Toy Show" has become a cultural institution in Ireland; it is often the most-watched program of the year on Irish television (and its overall viewership has increased steadily in recent years), and being featured on the "Toy Show" has been said to have a major boost to sales of a product heading into the Christmas season. Commercial time during the "Toy Show" is also prestigious for advertisers; in 2009, a 30-second spot cost €17,000; in comparison, a 30-second spot during the 2010 UEFA Champions League Final cost €9,750. Tickets to its taping are also difficult to come by; in one year, a single ticket was auctioned for €1,500.