Television adspend in the UK could fall away during this summer's Euro 2004 soccer finals.

Estimates (see below) suggest that year-on-year increases averaging 12% for May are unlikely to be repeated after the June kick-off.

National commercial network ITV and the multichannel sector are worst hit. Breakfast television channel GMTV will emerge almost unscathed.

ITV's ad revenue could drop by around £22 million ($39m; €32m) from £154.4m in May to just under £132m. Multi-channel TV could be hit by a £6m drop.

ITV, however, the sole commercial channel covering Euro 2004 in the UK, appears confident. "It's a month that's fairly healthy in terms of demand, and it's proved a magnet for a certain number of advertisers," said Graham Duff, the network's head of sales.

May – £154.4m
June – £131.9m
July – £118.5m

May – £4.7m
June – £4.5m
July – £4.1m

May – £59.6m
June – £53.1m
July – £42.3m

Data sourced from: Media Week (UK); additional content by WARC staff