Although after the Euro 2020 final victory, to paraphrase the famous English song – 'it's coming home to Rome', the British market has a few reasons to celebrate. At least in the media sense. Despite the fact that at the time of writing, official information about the total viewership of the last match of the European Football Championship is not known, according to unofficial data, the clash between Italy and England at Wembley was watched by a record number of viewers. According to current estimates, 35 to 40 million viewers tuned in to the final, making it the most watched TV content in the history of the United Kingdom
Surpassing the funeral of Princess Diana
The reason for this optimistic estimate lies in the fact that the semifinal match between England and Denmark was watched by 26.7 million viewers on ITV, which is a record viewership for a single TV channel. Additionally, the total viewership of individual matches is, according to existing data, about 20 percent higher than at the 2016 championship.
If the final surpasses the figure of 35 million viewers (and it is quite likely that this will happen), it means that it will be more watched than the funeral of Princess Diana in 1997, which was watched by 32.1 million viewers, and the final of the 1966 World Cup, which attracted 32.3 million viewers (both events were broadcast by BBC and ITV).
Besides the media that can celebrate due to the achieved numbers of viewers and advertising revenue – 30 seconds of media space cost half a million pounds, Euro 2020 also brought great results to the retail sector. Supermarkets had to stock their shelves well as residents and visitors of the United Kingdom, as reported by the Independent, withdrew 750 million pounds from ATMs that they intended to spend for the Sunday final.
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