ITV earns 30% revenue from World Cup ads

ITV, the British network, decided to cancel ad breaks during rugby matches in the Nations Championship to avoid criticism of water break interruptions and to address a decline in advertising opportunities, as companies shifted their investments towards the 2026 World Cup. Nevertheless, the network saw a 30% increase in advertising revenue during its coverage of the 2026 World Cup compared to the 2024 European Championship. ITV will resume selling advertisements during the European phase of the next Nations Championship in November, after initially stopping its ads at the start of the tournament.