As the nation recovered from the Euros 2024 final, Medialab analysed the TV data behind the tournament. Here, we reflect on whether the tournament proved successful for advertisers and ITV, or if it mirrored the disappointment felt by England fans during the final weekend.
This was the second successive Euros final that England reached, making tournament vs. tournament comparisons particularly intriguing. ITV adopted a distinct strategy this year, offering two cost effective airtime packages; a flat £17 Adult CPT for a selection of Home Nations plus other games and a £13 Adult CPT for non-Home Nation games. But did this strategy pay off? The data presents a mixed picture.
ITV World* attracted advertisers who typically wouldn’t invest in football tournaments, the most recent Media Ocean/DEN numbers indicate a huge success in attracting a 6.6% increase in the number of Advertisers YoY.
This had a positive knock on regarding Total Broadcast, delivering a +2 % increase in Advertisers.
Revenue and Commercial Performance
ITV World revenue performance was incredibly strong. Estimated Revenues in June and July 2024 increased by 50% and 15% respectively compared to the same period in 2023; a positive outcome for ITV.
The commercial performance of the games also improved, with a 3.6% increase in total commercial Individual impacts YoY. This increased more for younger and more male skewed audiences, with ABC1Men increasing by 70.8% YoY. This includes all matches up to, and including, the quarter-finals on ITV.
Moreover, the football significantly boosted ITV’s total impacts across all major audiences in June, with notable increases among 16-34s and Housewives with Children (HW+CH) – demographics that have experienced significant linear decline in recent years.
The percentage of commercial impacts attributable to Euros activity also increased across all key demographics from 2021 to 2024, underscoring the importance of data-driven decisions in media planning.
Insights from Audience Engagement
In addition to the quantitative metrics, qualitative insights reveal that audience engagement during the Euros was markedly different from previous years. Social media buzz, measured through sentiment analysis, indicated a higher level of viewer interaction and emotional investment in the games. This heightened engagement likely contributed to the increased commercial impacts, as viewers were more attentive and responsive to advertisements.
Advanced Targeting and Personalisation
Viewers watching the football on ITVX weren’t shown the same broadcast ad feed as the linear transmission. Instead ITV leveraged advanced targeting through data analytics to deliver more relevant ads to viewers. By understanding viewers’ preferences and behaviours, ITV could tailor ads to specific audience segments, enhancing the overall effectiveness of their advertising campaigns. This approach not only maximised the return on investment for advertisers but also improved the viewing experience for the audience.
Cross-Platform Synergy
Another critical factor in the success of ITV’s Euros coverage was the integration of linear TV with digital platforms. By creating a seamless viewing experience across TV, mobile, and online platforms, ITV ensured that they captured a broader audience and provided multiple touchpoints for advertisers. This cross-platform synergy amplified the reach and impact of advertising campaigns, demonstrating the power of a holistic, data-driven media strategy.
Challenges and Future Directions
While the results were largely positive, there were challenges and areas for improvement. The decline in the number of brands advertising during the tournament suggests that there is still work to be done in convincing a broader range of advertisers to invest in football coverage. Moving forward, ITV should continue refining their strategies, leveraging data to identify and overcome barriers to advertiser participation.
Moreover, as viewer habits continue to evolve, ITV must stay ahead of trends and continue to innovate. We’ve seen the BBC move ahead with a 4K HDR stream available on iPlayer, keeping audiences engaged with the latest technologies. ITV needs to lead in the space too in order to maintain viewing levels. This, with the integration of new technologies such as artificial intelligence and machine learning in audience analytics and ad targeting, will be essential in maintaining and enhancing the viewing experience which ultimately keeps advertisers coming back.
Conclusion
In conclusion, ITV’s approach selling the Euros 2024 coverage demonstrated a bold step for a traditional broadcaster. Despite some challenges, the strategy resulted in strong revenue and commercial performance and England staying in the tournament increased audience impacts, and enhanced engagement across key demographics.
Looking forward, the integration of new technologies such as AI and machine learning in audience analytics and ad targeting will be essential in maintaining and enhancing the viewing experience, ultimately keeping advertisers invested.
The success of the Euros 2024 coverage provides a compelling case for the continued use of data-driven approaches, highlighting the significant impact these methods can have on both revenue and engagement.
*all of ITV’s channels
