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ITV expects record viewership for Euro 2022 semi-final

Over eight million viewers are expected to tune in as England faces Italy.

July 21, 2025 at 03:40 PM

ITV gamble pays off with eight million expected to watch England’s Euro semi-final

ITV is expected to outpace the BBC in viewership for the England vs Italy Euro semi-final.

ITV set to lead viewing figures for England’s Euro semi-final

ITV anticipates more than eight million viewers for the upcoming Euro 2022 semi-final match between England and Italy. The broadcaster's decision to select the semi-final during pre-tournament negotiations with the BBC seems to be a strategic win, as ITV's previous matches have drawn substantial viewership. England's gripping quarter-final against Sweden contributed to this rise, with a total audience of 7.3 million. In a potential boost, schools will be closed for summer break when the match airs, allowing younger fans to stay up later. ITV had previously faced financial concerns had England not progressed in the tournament, as advertising revenue is crucial for their operations. With a consistent increase in audience numbers throughout the matches, ITV is hopeful that this semi-final could attract even larger audiences than before, possibly surpassing the 9.3 million viewers for the previous semi-final against Sweden.

Key Takeaways

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ITV expects over 8 million viewers for the semi-final against Italy.

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Strategic choice in negotiations has paid off for ITV.

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England's previous quarter-final saw a viewership of 7.3 million.

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School closures align perfectly with the match timing.

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Potential financial loss loomed if England did not progress.

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Growing popularity suggests women's football could change broadcasting dynamics.

"This semi-final represents a sound financial gamble that may redefine TV broadcasting dynamics."

This reflects on how strategic decisions can impact viewership and revenue.

"The growing popularity suggests women's football could change broadcasting dynamics."

This indicates that successful events can influence future investments in women's sports.

The rising viewing figures for women's football in the UK illustrate a growing interest in the sport, bolstered by ITV's strategic choices. This semi-final represents not only a crucial sporting event but also a sound financial gamble that may redefine TV broadcasting dynamics in sports. The closing of schools adds an extra layer of accessibility for young fans, indicating a potential shift in how engagement is fostered around women's sports. ITV’s success could influence investment in future events, as increased ratings may attract more advertisers and sponsorships, making women's football a more viable platform.