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Euro 2024: A Belgian Perspective on Broadcaster Ratings and Ad Revenue

Major soccer tournaments like the Euros attract huge audiences across Europe, including Belgium, a rarity in the digital era. As Euro 2024 reaches its climax, should public service broadcasters (PSBs) like VRT step aside for commercial rivals in the interests of the broader media industry?

This weekend, the new soccer champions of Europe will be crowned at Berlin's historic Olympiastadion. Spain booked already the first ticket, England and The Netherlands will compete for the last place in the final. This quadrennial event has already been a resounding success for broadcasters across Europe and beyond.

Belgian Viewership and European Success

In the host nation Germany, a domestic audience of 22.5 million watched their 5-1 win over Scotland on ZDF, with increased viewership for subsequent matches. In the UK, up to 15 million watched England’s opener against Serbia, while Italy's opening win against Albania drew 11.7 million viewers on Rai and Sky Italia.

Belgian viewership has also surged as the tournament progressed. When Belgium faced Romania, nearly 17 million people watched the game, with additional viewers on digital platforms.

The Power of Live Soccer

In an era where consumers have vast entertainment choices and flexible viewing schedules, live sports remain a significant draw. Major tournaments, especially those broadcast free-to-air (FTA), like the Euros, have unparalleled appeal. A YouGov survey before Euro 2024 revealed that 84% of Brits planned to watch the tournament live, with 45% intending to watch as many games as possible.

Advertising Revenue and Broadcaster Strategies

These massive audiences translate to significant advertising revenue. For example, ITV in the UK can charge up to £500,000 for a 30-second commercial slot during an England game. A successful tournament for popular teams like the Three Lions has a substantial financial impact.

PSBs like the BBC and VRT are also concerned about ratings. They pride themselves on delivering culturally significant events to the public, demonstrating the value of the licence fee. In the UK, the process of allocating matches between the BBC and ITV is strategic, aiming to maximize viewership and financial returns.

Game Theory in Broadcasting

In Belgium, similar strategic decisions are made. Broadcasters vie for the most impactful matches, knowing that a deep run by the national team boosts ratings and revenue. This tournament, ITV chose first in the UK, selecting a semi-final featuring a favorite like England.

Belgian National Pride and Broadcasting

In Belgium, major tournaments are not just about ratings but also about national pride. The presence of popular teams draws significant audiences, and both VRT and commercial broadcasters understand the cultural importance of these events. The shared experience of watching Belgium's Red Devils unite fans and fosters a sense of national unity.

Conclusion

Ultimately, the excitement of live sports transcends the competition between broadcasters. Whether on VRT or commercial channels, the shared goal is to bring the best coverage to Belgian fans. As Euro 2024 concludes, viewers will celebrate the sport's unifying power and the joy of witnessing Europe's best compete, no matter which channel they choose to watch.