ITV, Britain's leading commercial broadcaster, is predicting that its coverage of the World Cup will lift its advertising revenue by 25 percent in June and July. According to the London Daily Mail , ITV executives are hoping that ad revenue will be boosted even further if England makes it into the quarter finals and beyond. ITV is splitting coverage of the world's most-watched sporting event with the commercial-free BBC. (ITV is expected to score top ratings with its coverage of the group game between England and the USA on June 12; it will also air on ABC at 2 30 p.m. ET.) According to the Mail report, analysts are predicting that the ratings surge during the football-charged summer is likely to be followed by a "more challenging finish to the year."

26/05/2010