ITV says its biggest-yet World Cup is a ‘six-week Super Bowl’ for advertising

ITV announced its World Cup broadcast is generating record advertising revenue, positioning the tournament as a "six-week summer Super Bowl moment" for the company. Revenues are currently running approximately 30% higher than those generated by Euro 2024, according to the broadcaster. ITV is airing 51 of the 104 matches for the men's tournament, which is being co-hosted by the US, Mexico, and Canada. This year's World Cup is the largest ever, having expanded from 32 to 48 participating teams, contributing to the increased advertising appeal. The broadcaster anticipates this event will be the most financially successful sports broadcast in its history.