ITV turning this World Cup into a six-week Super Bowl for ads signals that premium live sports are still one of the few places brands will overpay for mass reach in a fragmented media world. A 30% revenue uplift vs Euro 2024 is a big win for ITV’s ad yield and negotiating power, but it also raises the bar for how they’ll be judged once the tournament sugar high fades. The under-discussed angle: this kind of outperformance makes it harder for streaming-only players without top-tier sports rights to compete for big-brand budgets. #MediaMarkets