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UK World Cup viewers favour BBC's coverage.(Brief Article)
The World Cup was a qualified success for advertisers and agencies, with the BBC thrashing ITV with a ratio of 4:1 for simulcast games.
The Brazil versus Germany final culminated with a peak of 11.6 million viewers opting for the BBC, while only 2.6 million chose ITV's coverage, according to Barb figures.
Advertisers have benefited from large-scale, out-of-home viewing which has led to calls for this to be monitored. Unsurprisingly, England games achieved the highest levels of non-residential viewing and this was even more profound for younger audiences.
The viewing figures threw further doubt on Barb's new panel. 'Barb shows first round audiences down by 52 per cent on France '98. This shows the extent to which in-home TV has dominated World Cup consumption in the past, and the extent to which Barb may be underestimating TV audiences,' John Owen, Starcom Motive's communication director, said.
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