ITV is calling its biggest-ever World Cup coverage a "six-week Super Bowl" for advertisers, with revenues running about 30% higher than the broadcaster achieved during Euro 2024.

The expanded tournament format is driving unprecedented demand from brands eager to reach massive audiences during the global sporting spectacle. This surge in advertising interest reflects growing confidence in the media and entertainment sector, even as economic headwinds persist elsewhere. Read the full story →

Today's takeaway: Major sporting events continue to be powerful engines for business growth and media innovation, proving that premium content experiences remain highly valuable in challenging economic times.