ITV won the terrestrial rights to the European competition, while BSkyB picked up the pay-TV rights in a package that was thought to be worth around £80m –- considerably more than some watchers had expected to be paid.
The BBC had come under fire for its bid, which included a plan to accommodate sponsors to ensure that its bid was not seen unfavourably compared with that of commercial rivals.
According to football's European governing body Uefa, the BBC's inability to show ads was a factor in the decision as the body looked to maximise financial opportunities.
A spokesman for the BBC said it made a fair and competitive bid for the rights, but could not justify a bid at any cost, according to a report in the Financial Times.
Brian Barwick, ITV's controller of sport, said: "We are delighted to retain our association with a competition ITV has been involved with from the very first kick of the very first game 10 years ago."
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