ITV is currently dominating the UK television ratings following the initial week of the World Cup. Data sourced from Barb, which tracks audience numbers, reveals that the commercial network captured four of the top five highest TV audiences, with England’s 4-2 victory over Croatia leading the pack.
This match aired in Dallas and drew a peak audience of 15.4 million viewers on ITV, averaging over 10 million, marking the highest UK TV viewership figures recorded this year.
ITV also reported the second highest viewing figures during the first round of group matches. The opening game featuring co-hosts Mexico and South Africa peaked at 7.7 million viewers, with an average of 6.6 million. In comparison, the BBC’s coverage of the France versus Senegal match on Tuesday attracted a peak of 6.7 million and an average of 5.9 million viewers.
Completing ITV’s top five matches were Spain against Cape Verde and the Netherlands versus Japan, which achieved peak audiences of 6.1 million and 6 million, respectively.
Barb’s viewing figures account for audience numbers on primary channels and streaming services via television, omitting those who viewed on laptops or mobile devices. When accounting for viewers who streamed on the BBC via these devices, the peak audience for France versus Senegal rises to 7.6 million, alongside notable figures of 6.7 million and 6.5 million for the matches featuring Portugal against the Democratic Republic of the Congo and Belgium against Egypt.
Historically, the BBC has outperformed ITV in live sports viewership and is anticipated to draw a larger audience when both channels broadcast the World Cup final next month. The strategic selections of initial matches have been pivotal to ITV’s success in the tournament’s opening week.
The BBC took a risk during pre-tournament negotiations by opting for more priority picks in the knockout stages. It will have the first choice of matches in the last 32, last 16, and semi-finals, including England’s second group game against Ghana scheduled for Tuesday.
In a notable return to the World Cup, the BBC also broadcast Scotland’s first game in 38 years against Haiti last weekend, which attracted a peak audience of 2.8 million despite its late 2 AM UK kick-off. This viewership accounted for 78% of UK television audiences at that time, increasing to 92% in Scotland.
While most of ITV’s major matches occur at the beginning of the tournament, it will also air England’s third group game against Panama and any potential quarter-final match, which could see England face Brazil on a Saturday evening.
Critically, ITV’s World Cup coverage has received positive reviews, largely due to its impressive studio setup in Brooklyn, offering views of the iconic Manhattan skyline. Conversely, the BBC has faced criticism for conducting its presentations from studios in Salford, although financial considerations have influenced this decision.
This week, new BBC Director General Matt Brittan has begun outlining significant efficiency measures that could result in the loss of up to 2,000 jobs at the organization as it aims to cut its budget by £500 million over the next three years.
While the BBC has faced backlash for not providing a daily highlights program on television, its digital highlights have gained traction, racking up 11.6 million streams on the BBC iPlayer this week, reflecting a 197% increase compared to the first week of Euro 2024.
