Read this: Will the World Cup bring ITV a bonanza summer of advertising? | Media | The Guardian
Summary: It's across all media you can see it in the amount of poster ads. Since then, late bookings have reportedly nudged the figure up to 25, and a good England run could push it higher. This would offer a marked contrast to the network's fortunes when the 2006 World Cup was held in Germany, when a 5 boost in ad spend was expected as the tournament took place in Europe, there was no problem with the timing of games, as there had been in Japan and Korea in 2002. - guardian.co.uk
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