 Complete the following phrase:  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 