ITV To Earn Extra £7 Million From Euro’96

According to estimates from CIA Medianetwork, Euro’96 could increase ITV’s advertising revenues in June by as much as an extra £7 million. This would form part of an estimated 9% year on year revenue growth and would bring ITV’s June revenue to around £148 million.

Although all the England matches are likely to attract over eight million viewers, advertisers will be hoping for England to make it through to the late stages of the Championship; an England quarter final would attract audiences of over 13 million, CIA predict, rising to over 20 million if England make it to the final. However, as the final is to be broadcast on both ITV and BBC it is likely that the BBC will take the lion’s share of the viewing.

Revenue to Channel 4 is unlikely to be seriously affected, however, because the money coming to ITV will be new rather than transferred. Satellite is more likely to lose out, with a June year on year revenue growth of 25%; this would be the medium’s lowest growth so far this year. Channel 4’s impacts are likely to fall, but it is still likely to take around £42 million in June revenue.

Simon Cox, Broadcast Director at CIA Medianetwork, said, “I believe that Euro’96 will give ITV the opportunity to arrest somewhat the audience decline it has seen this year.”

CIA Medianetwork: 0171 803 2388