"The Late Late Toy Show" is an annual edition of "The Late Late Show" aired on RTÉ One usually on the last Friday of November and is dedicated to the showcasing of that year's most popular toys. It is regularly the most watched television programme of the year by Irish audiences, and is broadcast live, meaning anything can and has happened. The show, which consists of an adult-only studio audience dressed in traditional Christmas attire, does not accept advertisements which promote toys for its commercial breaks but, whilst new gadget-type toys regularly break down during the live show, being featured on the programme itself has been said to have a major boost to sales of a product over the following number of weeks in the build-up to the Christmas period. The attire of the presenter, namely a jumper, is also subject to speculation in the media beforehand and afterhand. Advertising in 2009 cost €17,000 for each 30-second slot—this compares to €9,750 for the 2010 UEFA Champions League Final.