BBC beats ITV again in World Cup final viewing figures | BBC

Their World Cup studios have been scrutinized, and their pundit line-up has been analyzed almost as much as the matches. But when it came to the final match of the tournament, the outcome was clear: the public once again chose the BBC over ITV.

Four times that number of people turned to the BBC to watch Spain’s win over a combative Argentina, very similar to its win over ITV four years ago.

The BBC enjoyed an average audience of 9.7 million viewers, while ITV recorded 2.4 million viewers, according to Digital i.

The BBC’s main coverage, presented by Gaby Logan and featuring Alan Shearer, Micah Richards, Joe Hart and Wayne Rooney, peaked at 13.6 million viewers. Commentary duties were handled by Guy Mowbray.

ITV’s coverage, presented by Mark Bogatch and featuring Gary Neville, Ian Wright and Roy Keane, peaked at 3.4 million viewers. Sam Matterface was the commentator alongside expert briefer Lee Dixon.

This meant that ITV did not bridge the gap with the BBC at the conclusion of the tournament. Four years ago in Qatar, the BBC averaged an overnight audience of 9.2 million, while ITV recorded 2.8 million, according to Digital i.

The result will reassure BBC bosses about their decision not to cover the tournament from the United States until its final stages. Its choice to use a new set in Salford was compared unfavorably with ITV’s Brooklyn studio.

However, most in the television world believe that the lack of advertising is what gives the BBC a huge advantage over its competition.

TV insiders also praised ITV for its smart move in bringing in pundits Neville and Keane, ensuring it will benefit from viewers attracted by the duo’s successful podcast Stick to Football.

The BBC’s decision not to broadcast from the United States remains a controversial decision in the television world, despite the popularity of its eventual coverage. “You should come to the World Cup,” said one senior sports broadcaster.

She will not face the same decision at Euro 2028 in two years. The tournament is held in the United Kingdom and Ireland.

The viewing figures come as major cuts are made at the organisation, with more coming to BBC Sport later in the year. Part of the decision to host most of the World Cup coverage from a new studio in the UK was to ensure it could then be used for Match of the Day.

All broadcasters are also trying to adapt to the huge changes in consumption as audiences turn to phones and digital platforms for football content. The new BBC Football channel on YouTube has reached 100 million views. Across social media, BBC clips, interviews and analysis attracted 2.55 billion views.

Alex Kay Gilski, director of BBC Sport, said: “Our ambition was to be there for the fans every step of the way, not just during the matches, but every hour in between.”

“We wanted to tell the stories behind the tournament, bring fans closer to the most important moments and innovate in ways that make the experience richer than ever before. The response has been extraordinary.”