The BBC chalked up nearly three times as many viewers as ITV for
its coverage of the World Cup final on Sunday.
According to overnight figures from Initiative Media, the match was
watched by a total of 20 million adults at its peak, of which 14.1
million tuned in to the BBC and just 5.9 million to ITV.
The breakdown of male viewers showed the France v Brazil final was
watched by a total of 10.8 million, with 7.7 million choosing the BBC
and 3.1 million tuning in to ITV.
In a tournament which has attracted a record female audience, figures
from Sunday revealed the match was watched by 8.8 million women. The
BBC/ITV split was 6.1 million and 2.7 million.
Matt Eaton, senior television planner/buyer at Initiative Media, said:
’People have a greater affinity with the BBC as a brand. It is the first
choice as a national brand.’
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