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World Cup Ads Score 30% More Than Euros
11 Jun
Summary
- World Cup ad revenues exceed Euro 2024 by 30%
- Expanded tournament hailed as a 'Super Bowl moment'
- AI and tech firms dominate new advertiser categories
The World Cup is proving to be ITV's most commercially successful sports event, generating advertising revenues around 30% higher than Euro 2024. This expanded tournament, featuring 48 teams across the US, Mexico, and Canada, is being described as a "six-week summer Super Bowl moment" for TV advertising.
Advertisers have embraced the opportunity to reach large, live audiences, with 220 different companies purchasing ad packages. Notably, 70 of these are new to football coverage, and eight are entirely new to TV advertising, including Jeremy Clarkson's Hawkstone lager. AI and tech companies like Google, Amazon Web Services, Apple, Dell, Microsoft's Copilot, and Meta are among the significant advertisers.
The timing of matches in North America, with 9pm or 10pm kick-offs for England's early games, presents attractive advertising slots. While the BBC also holds rights to some matches, ITV has invested in a studio in Brooklyn for its broadcasts, contrasting with the BBC's base in Salford.
