Granada Mediasales is predicting that legendary sports presenter
Des Lynam will help ITV win the battle for viewers during Euro 2000.
Using its research tool G-Track, GMS found 10 per cent of 16- to
34-year-old men said they were more likely to watch the championships on
ITV because of Lynam, who moved over to the network last autumn.
ITV and the BBC will simultaneously broadcast all England’s games past
the group stage. On previous occasions when both organisations have
screened games at the same time, the BBC has pulled in the most
viewers.
GMS sales controller Chris Braithwaite said: ’We’re encouraged by these
results. This is the first tournament where we’ll go head to head with
the BBC with Des on our side. We’re offering advertisers a superb
opportunity.’
The G-Track study, which is based on 100 in-home interviews in Granada’s
northern region, found that Euro 2000 will be the most popular sporting
event this year, beating the Test cricket, Six Nations rugby and the
Olympics.
Seventy-one per cent of the target audience placed Euro 2000 at the top
of their list of must-see sporting events.
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