Branch2 Intelligence
Free-to-air bonanza boon for fans, sport and marketers
Key takeaway
A weekend of free-to-air live sport on BBC, ITV, Channel 4, and Channel 5 boosts viewership and advertising revenue for broadcasters.
- Step 11st-order: Free-to-air broadcasters air live sport, drawing large audiences.
- Step 22nd-order: Advertisers pay premium rates for access to mass audience, boosting broadcaster revenue.
- Step 33rd-order: Sports rights holders leverage high viewership to demand higher fees in future rights negotiations.
Source: City A.M.
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