Sunday night’s Euro 2024 final achieved a peak audience of 24.2 million across ITV and the BBC, who simulcast coverage of the match.
An average of 22.3 million watching the match from 8pm until the final whistle.
ITV had a 35% viewing share of those watching or streaming the match through a TV, an increase of 12 percentage points from ITV’s viewing share to the Euro final in 2021, and ITV’s highest viewing share for a major men’s football tournament final since records go back.
Traditionally, however good the ITV coverage is, viewers watch on the BBC to avoid the ads.
Including further streaming across all devices, a total of 6.0 million watched the match from 8pm on ITV1 and ITVX, peaking with 6.4 million viewers. ITV’s coverage from 6.30pm averaged 3.9 million viewers across all devices.
Across Euro 2024, ITV has had two of the top 3 highest rating matches, including the biggest audience to single channel, with a peak of 21.6 million across all devices watching England’s semi-final against the Netherlands.
ITV has also had the biggest single channel audience for each of the past six major men’s football tournaments.
