ITV set to beat BBC in battle for Euro 2025 ratings as gamble pays off – UK Times

ITV are set to leap ahead in the Euro 2025 ratings battle with the BBC when an expected audience of eight million tune in for England’s semi-final against Italy tonight.

It acts as the payoff from a gamble ITV took ahead of the tournament, choosing to have the first pick of the semi-finals which allowed the BBC to cover three of the four quarter-finals. This included England’s dramatic penalty shootout win against Sweden last Thursday.

While Sarina Wiegman’s side weren’t totally fancied to make the last four, ITV’s backing of the Lionesses could give them the edge in the ratings war ahead of the final on Sunday, the live coverage of which both broadcasters will share.

The Guardian reports that ITV is hopeful of going beyond the 7.3 million peak audience that watched England in the last eight on the BBC, with the country’s imagination captivated by the action witnessed last week.

Millions in advertising revenue was at stake for the commercial broadcaster, money which would have been lost if England had been knocked out prior to the semis.

ITV will be hoping for a repeat of England’s last Euros semi-final, which drew 9.3 million viewers.

The broadcaster will also bring its presenting team to Swiss soil for Tuesday evening – a line-up that includes Laura Woods and pundits Karen Carney and Ian Wright.