The television market as a whole is set for a rise in advertising revenues of 7 per cent in June, according to figures from MindShare.
Increased spending from sports brands, beers, motoring and finance advertisers is likely to drive ITV's June revenues from £118 million last year to £133 million.
However, agencies pointed out that the growth is on a low base as June 2003 ad revenues were down 17 per cent on 2002 because 2002 was a World Cup year.
ZenithOptimedia has predicted that ITV ad revenues could rise by as much as 15 per cent in June should England reach the latter stages of the tournament.
ITV will show England's first two group-stage matches. The 7.30pm Sunday kick-off time of the opening match against France on 13 June is likely to ensure an audience of more than 12 million.
Nick Theakstone, the managing director of Group M and the investment director at MindShare, said: "£15 million in revenue shows how important sporting events still are for ITV, especially during the summer when there is a bit of lull."
Ben Allen, the sales controller of ITV Sales, said: "There has been a fantastic amount of interest in the tournament, demonstrating the attraction of primetime event programming.
"ITV's exclusive securing of the first two England matches has guaranteed advertisers the opportunity of real appointment-to-view programmes and mass targeted coverage."
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