Titanic expected to fetch ad rates of close to £60,000 for ITV

ITV could bank as much as £4m in advertising this weekend thanks to the launch of Britain's Got Talent and new Sunday night drama Titanic, its two most important shows of the year so far.

Industry observers suggested advertisers were likely to spend up to £70,000 for a 30-second spot in BGT, which debuted last night, and closer to £60,000 for a slot in Titanic, which premieres this evening.

Britain's biggest commercial broadcaster has a lot riding on Titanic as its in-house production arm, ITV Studios, made the four-parter at a reported cost of £11m. It has already sold the show, written by Downton Abbey's Julian Fellowes, to 86 countries.

Chief executive, Adam Crozier, wants ITV to make more shows capable of reaping overseas sales.