The Coronation Street effect is already working for TV3 bringing substantially more viewers to the station. On Monday night, 14 per cent of viewing adults tuned in to TV3. This compares with 1.4 per cent of adults during the same time period two weeks previously.

Mr Paul Moran of MediaWorks expects viewing figures to increase by the end of the month once TV3's car giveaway promotional strategy kicks in. He predicts that it could go as high as 18 per cent, which would bring it within striking distance of the viewership level which RTE achieved for the programme.