ITV has already doubled the cost of last-minute ad slots during coverage of England's semi-final clash with France this Saturday, following the team's dramatic victory over Australia. It is set to hike rates further should England make it to the final; this weekend's clash could provide ITV with an additional £1.5m in ad revenue.
Agencies have suggested that advertisers initially failed to embrace the tournament after underwhelming performances from the England team. However, ITV, which paid £40m for the broadcast rights for the 2003 and 2007 World Cups, hopes to cash in as advertisers approve late money to be associated with the rejuvenated champions.
The Anglo-French semi-final also offers opportunities for ITV's broadcast sponsors: EDF and Peugeot. Tim Crow, chief executive of Karen Earl Sponsorship, said that the brands could do more to boost their sponsorships. 'While the team is still in the competition, people will be engaged with the tournament. Some last-minute activity is possible,' he said.
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