England's opening two group games against France and Switzerland were watched by an average of 17.6m and 14.2m, reaching peaks of 20.7m and 17m and Simon Lent
London Sales Leader, said: "Demand for the two England games was exceptional.We could have sold the minutage twice over!" He
added: "Through pro-active upfront selling , we were able to generate high levels of relevant brand count across all the key categories - cars (Ford, Vauxhall, Renault), beers (Budwieser, Carling, Carlsberg, Guinness ), telecoms (BT, T Mobile, Phones for U, Virgin Mobile ) and other male advertisers such as, Nike
ITV1's male audience for Euro 2004 increased by 50% to 60% male for all of the matches covered.