ITV reaps benefits as viewers rise and see England shine

Lee, Jeremy
November 2003
Campaign;11/21/2003, Issue 47, p16
Trade Publication
The article reports that ITV reaps benefits as viewers for sports rise. The Rugby World Cup has supplied ITV with the scale and scope of audiences that even its most dairy product-induced dreams would find it difficult to provide. The prediction is that the final game could draw in an average television audience in excess of ten million and this looks distinctly achievable. After all, the crucial semi-final against France saw audiences peak near the nine million mark. Shared coverage has proved a neater way of driving viewers to its digital channels than was ever achieved with the doomed ITV Sports Channel.


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