In the wake of the first week of the World Cup, ITV has emerged as the frontrunner in UK television ratings. Data from the audience measurement organization Barb indicates that the commercial network claimed four of the top five viewing figures, notably featuring England’s 4-2 triumph over Croatia.
This exhilarating match, held in Dallas, attracted a peak viewership of 15.4 million on ITV, with an average audience surpassing 10 million, marking the highest ratings recorded for UK television this year.
Additionally, ITV achieved the second-highest ratings during the group stage matches, with the opening game featuring co-hosts Mexico and South Africa capturing a peak audience of 7.7 million and an average of 6.6 million. In comparison, the BBC’s broadcast of France versus Senegal attracted a peak of 6.7 million viewers, averaging 5.9 million.
ITV’s coverage of Spain against Cape Verde and the Netherlands’ match against Japan rounded out the top five, with peak audiences of 6.1 million and 6 million, respectively.
The Barb data encompasses viewers watching on primary channels and streaming services via television but does not include those viewing on laptops or mobile devices. When accounting for these additional viewers, the BBC’s peak audience for France versus Senegal rises to 7.6 million. It also registered peak viewership of 6.7 million for the match between Portugal and the Democratic Republic of the Congo, as well as 6.5 million for Belgium versus Egypt.
Historically, the BBC tends to outperform ITV in live sports viewership and is anticipated to draw more viewers when both networks broadcast the World Cup final next month. The channel’s strategic selection of fixtures during the early stages has been pivotal to ITV’s success up to this point.
During pre-tournament negotiations, the BBC opted to secure more first-choice matches in the knockout phases, allowing it to choose fixtures for the last 32, last 16, and semi-finals, in addition to England’s upcoming group match against Ghana scheduled for Tuesday.
Moreover, the BBC showcased Scotland’s first World Cup match in 38 years against Haiti last weekend, which attracted a peak audience of 2.8 million, despite kicking off at 2am UK time. The viewership on BBC One represented 78% of UK television viewers during that hour, soaring to 92% in Scotland.
While ITV’s significant matches are concentrated at the tournament’s outset, it will also air England’s third group match against Panama, along with any potential quarter-final involving England, which could feature a Saturday night showdown against Brazil.
Importantly, ITV’s coverage has garnered favorable reviews, particularly due to its impressive studio situated in Brooklyn, which offers stunning views of the iconic Manhattan skyline. In contrast, the BBC has faced criticism for utilizing its Salford studios, although there are sound financial justifications for this choice.
This week, the newly appointed BBC director-general, Matt Brittan, revealed plans for substantial efficiency savings, which could lead to the loss of up to 2,000 jobs as the corporation aims to reduce its budget by £500 million over the next three years.
Despite facing criticism for not offering a daily highlights show on television, the BBC’s digital highlights have gained traction, accumulating 11.6 million streams on BBC iPlayer this week, reflecting a remarkable 197% increase compared to the opening week of Euro 2024.
