Key facts
- ITV expects the World Cup to be its most commercially successful tournament for advertising.
- Advertising revenues are projected to be 30% higher than during Euro 2024.
- Google is the headline sponsor for the tournament.
- A 30-second ad during an England game is estimated to cost up to £300,000.
- 220 advertisers have purchased packages, with 70 new to football coverage.
ITV has announced that the upcoming World Cup will be its most commercially successful tournament to date, projecting it to be a significant advertising opportunity. The broadcaster anticipates a substantial increase in advertising revenue compared to previous football events, likening the expanded tournament to a "six-week summer Super Bowl moment."
Kelly Williams, ITV's managing director of commercial, stated that advertising revenues are currently running about 30% higher than for Euro 2024. The broadcaster is airing 51 of the 104 matches in the expanded 48-team tournament. While Google is the headline sponsor, ITV is reserving prime advertising slots for later stages of the competition, particularly if England progresses, which could command premium prices.
Industry sources estimate that a 30-second advertisement during an England match could cost as much as £300,000. Williams highlighted the value of "shared cultural moments" for advertisers in a fragmented media landscape, noting that live, free-to-air broadcasts offer unique audiences not found on streaming services or social media. To date, ITV has sold packages to 220 advertisers, including 70 new to football coverage and eight entirely new to TV advertising.
Notable advertisers include Jeremy Clarkson's Hawkstone lager brand and Nike, which will air a six-minute commercial, the longest ever on TV, during England's opening match. ITV also observed a trend of AI and tech companies, such as Amazon Web Services, Apple, Dell, Microsoft's Copilot, and Meta, booking ad slots. The time difference with North America may also benefit advertisers, with evening kick-offs potentially being more attractive than afternoon slots for European tournaments. The BBC will broadcast the remaining matches in the UK.