ITV says World Cup is a ‘six-week Super Bowl’ for advertising
by Mark Sweney from World news | The Guardian on (#7680A)
Broadcaster reveals its revenues from expanded tournament are running about 30% higher than for Euro 2024
The World Cup will be the most lucrative sports event ITV has ever aired, the broadcaster has said, with bosses calling the tournament a six-week summer Super Bowl moment" for TV advertising.
The channel is airing 51 of the 104 matches across the men's tournament, co-hosted by the US, Mexico and Canada, which is the biggest yet after an expansion from 32 to 48 teams.
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