The Financial Times...9 Jun 2026 08:53
(Constipation, here's some laxative for you)
ITV set for World Cup ad record as AI groups pile in
Spending by US tech companies and major expansion of 2026 tournament lift revenues at struggling UK broadcaster
ITV is set for a record World Cup advertising windfall as a significantly expanded tournament and an influx of demand from AI companies provide a welcome boost to broadcasters in an otherwise weak ad market.
Kelly Williams, managing director of commercial at ITV, said in an interview that the UK broadcaster’s advertising revenues were about 30 per cent higher than those it generated from the last major football tournament, the European Championships in 2024, when England reached the final.
ITV is holding back some of the prime slots around games later in the World Cup, which become especially valuable if England progress far into the tournament. However, the broadcaster has secured enough advertising income to make the World Cup, which kicks off on Thursday, a record sports tournament.
“This will be the most commercially successful World Cup or major tournament we’ve ever had,” Williams said. “We feel there’s room for that to grow. Hopefully England and Scotland do well.”
Broadcasters around the world are benefiting from Fifa’s decision to expand the tournament — hosted jointly by the US, Canada and Mexico — from 32 to 48 teams. There will be 104 matches this year, compared with 64 at the previous World Cup.
ITV, which shares the UK rights with the BBC, is showing 51 live games, including two of the three England group matches.
Telemundo, which is broadcasting the Spanish-language games in the US, has said it had sold out of key World Cup ad inventory, securing the country’s largest Spanish-language media deals in history.
As well as the greater number of games, an influx of advertising money from AI companies has boosted ITV.
“We’ve got strong support from Gemini, Copilot, OpenAI, Meta, AWS, Apple and Dell,” Williams said. “As audiences fragment, tournaments like this become more valuable because getting big shared audiences is much rarer than it has been,” he added.