ITV is poised for a record World Cup advertising windfall as the expanded tournament and surge in demand from AI companies boost broadcaster revenues. Kelly Williams, ITV's commercial managing director, confirmed advertising revenues are 30% higher than during last year's European Championships. The broadcaster holds back prime slots for later games, anticipating greater value if England advances.

FIFA's decision to expand the tournament from 32 to 48 teams, creating 104 matches compared to 64 previously, benefits broadcasters globally. ITV, sharing UK rights with BBC, shows 51 live games. An influx of marketing money from AI companies including Gemini, Copilot, and OpenAI drives demand. The broadcaster will air a record six-minute Nike commercial featuring football stars.

The World Cup provides welcome relief for ITV's advertising market, depressed since the Middle East conflict began in February. The company expects 10% ad growth in Q2, generating approximately £40 million. However, analysts warn of potential economic headwinds later in the year. ITV remains in discussions with Sky about selling its broadcasting business, valued at £1.6 billion.