Beleaguered British television network ITV is enjoying a bumper adspend boost this month on the back of English victories in the soccer World Cup.

Having budgeted for a 6% year-on-year increase in advertising revenues for June, ITV’s internal forecasts are now pointing to 10%. The improvement is expected to continue into July, when bookings are predicted to be up 6%, with some insiders claiming this will trigger a long-term recovery.

Since the tournament started on May 31, the network’s daytime ‘commercial impacts’ (ratings-based figures used to calculate ad prices) have risen 40% among adults, 100% among men and 120% within the coveted ABC1 male demographic.

Unsurprisingly, beer, car and entertainment brands are fuelling the increase. ITV has also seen a late surge of adspend following the England team’s progress to Friday’s quarter-final against Brazil.

One group aiming to derail the network’s adspend ambitions is the Football League, still seething over the collapse of dTV platform ITV Digital that left it £178.5 million (€278.4m; $266.2m) out of pocket.

The League is urging football fans to boycott ITV’s coverage of Friday’s game, which is also being shown on BBC1. However, network insiders seemed unconcerned at the threat, serene in the knowledge that the BBC routinely trounces ITV - with or without a boycott - whenever the two transmit the same match simultaneously.

Data sourced from:; additional content by WARC staff