World Cup 2026: ITV Beats BBC in First Week Ratings

ITV led UK television ratings during the first week of the World Cup, securing four of the five highest viewing audiences according to data from the Broadcasters’ Audience Research Board (Barb). The channel’s peak audience reached 15.4 million for England’s 4-2 victory over Croatia, the highest UK TV viewing figure of the year.

How did ITV and BBC compare in viewership?

ITV captured the top spot with England’s win in Dallas, which also averaged more than 10 million viewers. The channel also secured the second-highest viewing figure of the opening group round via the Mexico v South Africa match, which peaked at 7.7 million.

BBC’s highest TV peak for the period was 6.7 million for France v Senegal. When including laptop and mobile streams, that figure rose to 7.6 million. The BBC also saw peak audiences of 6.7 million for Portugal v the Democratic Republic of the Congo and 6.5 million for Belgium v Egypt.

ITV completed the top five rankings with coverage of Spain v Cape Verde and the Netherlands v Japan, which peaked at 6.1 million and 6 million viewers respectively. Barb figures include main channels and TV-based streaming, but exclude mobile and laptop devices.

Did You Know? Scotland’s first World Cup game in 28 years against Haiti peaked at 2.8 million viewers despite a 2 a.m. UK kick-off, representing 92% of all TV viewers in Scotland at that time.

Why did ITV win the opening week?

The disparity in early ratings stems from pre-tournament negotiations regarding match selections. BBC opted for a strategy that prioritized first-pick games during the knockout stages, including the last 32, last 16, and semi-finals.

ITV secured the majority of the biggest games at the start of the tournament. However, the BBC will have first choice for England’s second group game against Ghana on Tuesday.

Expert Insight: Samantha Carter notes that the BBC’s strategy is a calculated trade-off, sacrificing early-tournament dominance to ensure control over the most high-stakes fixtures in the final rounds.

How do production costs and locations differ?

ITV operates from a studio in Brooklyn featuring views of the Manhattan skyline, a move that has received critical praise. In contrast, the BBC is broadcasting from its studios in Salford.

FIFA World Cup 2026 – Let's Make It Iconic | Official Trailer – BBC

BBC Director General Matt Brittin recently announced efficiency savings to reduce the corporation’s budget by £500m over three years. This financial restructuring could result in the loss of up to 2,000 jobs.

While the BBC faced criticism for lacking a daily television highlights program, its digital offering grew. BBC iPlayer highlights were streamed 11.6m times this week, a 197% increase compared to the first week of Euro 2024.

What happens next in the ratings battle?

The viewership lead may shift as the tournament progresses into the knockout stages. Because the BBC holds first-pick rights for the later rounds, it is likely to attract a higher audience when the two channels compete for the World Cup final next month.

ITV’s future numbers will depend on England’s progress. The channel holds the rights to England’s third group game against Panama and any potential England quarter-final, which could be against Brazil on a Saturday night.

Frequently Asked Questions

Which match had the highest UK viewership?
England’s 4-2 win over Croatia on ITV, which reached a peak audience of 15.4 million.

Why did the BBC choose its match selection strategy?
The BBC gambled by opting for more first-pick games in the knockout stages, including the semi-finals and the last 16.

How has the BBC’s digital streaming performed?
Digital highlights on BBC iPlayer were streamed 11.6m times in the first week, marking a 197% increase from the first week of Euro 2024.

Do you prefer watching tournament highlights on a traditional TV program or via digital streaming services?