A peak TV audience of 24.2 million watched the Euro 2024 final last night across ITV and the BBC, with an average of 22.3 million watching the match from 8pm until the final whistle.
The BBC’s audience peaked at just about 18m, while ITV’s coverage – which included the scoop of an interview with tPM Keir Starmer – was watched by a peak of 6 million.
The BBC share represented 65% of viewers over the course of the game, while ITV’s 35% share of those watching or streaming the match through a TV was an increase of 12 percentage points from its viewing share to the Euro final in 2021, and ITV’s highest viewing share for a major men’s football tournament final since records began.
Including streaming across all devices, a total of 6m watched the match from 8pm on ITV1 and ITVX, peaking with 6.4m viewers. ITV’s coverage from 6.30pm averaged 3.9m viewers across all devices.
Across Euro 2024, ITV has had two of the top three highest rating matches, including the biggest audience for a single channel, with a peak of 21.6 million across all devices watching England’s semi-final against the Netherlands.
Although the numbers are solid, the audience was substantially down from the 31m who watched England lose to Italy in the Euro 2020 final. It is also up only marginally on the 21.6m who watched England’s semi-final against the Netherlands on ITV on Wednesday night.
