According to BARB viewing figures the ITV coverage of the British Lions first match of their tour of New Zealand (22/5) achieved an audience profile amongst AB males of just over 25% which, when compared to the UK profile of AB males (19.9%) equates to the programme delivering 28% more AB men, proportionally, than the population as a whole.
ITV has used boxing and now rugby coverage in its efforts to maintain high AB male delivery since it lost its bid to show Premier League football last year.
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