ITV managed to outdo the total advertising spend on Channel 4 and Five combined by capturing 60% of the male audience for the matches it covered and picking up lucrative male-led advertising deals.
Simon Lent, ITV sales manager, said: "Demand for the two England games was exceptional. We could have sold the minutage twice over."
Advertisers, including Ford, Vauxhall, Carling, Calsberg, Guinness, BT, T-Mobile, Nike and Adidas, were lured to the channel as some of the Euro 2004 matches secured more than 20m viewers a game, guaranteeing them a market of 12m male viewers.
Even the lesser matches like Germany v the Czech Republic were able to command sizeable audiences of more than 8m, with a 45% male share.
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