ITV is currently leading the UK television ratings battle after the first week of the World Cup. According to viewing figures from Barb, the commercial channel secured four of the five highest TV audiences, topped by England's 4-2 victory over Croatia.
England Match Draws Record Viewership
England's win in Dallas attracted a peak audience of 15.4 million on ITV and an average of over 10 million, marking the highest UK TV viewing figures of the year. This match alone demonstrates ITV's strong start to the tournament.
Top Five Most-Watched Games
ITV also claimed the second-highest viewing figures with the opening match between co-hosts Mexico and South Africa, which peaked at 7.7 million and averaged 6.6 million. The BBC's coverage of France vs Senegal peaked at 6.7 million with an average of 5.9 million. Completing the top five were ITV's broadcasts of Spain vs Cape Verde (6.1 million peak) and Netherlands vs Japan (6 million peak).
Streaming and Total Viewership
The Barb figures include viewers on main channels and streaming services via television but exclude those watching on laptops or mobile phones. When adding BBC stream viewers on laptops and mobiles, France vs Senegal's peak rose to 7.6 million, while Portugal vs Democratic Republic of the Congo and Belgium vs Egypt reached 6.7 million and 6.5 million respectively.
BBC's Strategy and Future Prospects
The BBC traditionally attracts larger audiences for live sport and is expected to regain ground during the final. In pre-tournament negotiations, the BBC opted for more first-pick games in the knockout stages, securing first choice in the last 32, last 16, and semi-finals, as well as England's second group game against Ghana.
Scotland's first World Cup match in 38 years against Haiti, broadcast by the BBC, peaked at 2.8 million despite a 2am UK kick-off, with 78% of UK TV viewers at the time tuning in, rising to 92% in Scotland.
ITV's Coverage and Critical Reception
Most of ITV's biggest games occur early in the tournament, though it also has England's third group match against Panama and any potential England quarter-final, which could be a Saturday night clash with Brazil. ITV's World Cup coverage has been praised, particularly its Brooklyn studio with views of the Manhattan skyline, while the BBC has faced criticism for basing its presentation in Salford, though for financial reasons.
BBC's Financial Challenges
New BBC director general Matt Brittin has announced significant efficiency savings that may lead to up to 2,000 job losses as the corporation aims to reduce its budget by £500 million over three years. Despite criticism for lacking a daily TV highlights program, the BBC's digital highlights have been streamed 11.6 million times on iPlayer this week, a 197% increase from the first week of Euro 2024.
