Public broadcaster rakes in revenue from Euro 2012 adverts

A missed opportunities for Poland on Saturday against the Czech Republic: photo - EPA/ Gerry Penny

According to a study by PanMedia Western, TVP made 51 million zloty (12 million euro) from advertising revenues connected with games during the first week of the tournament, approximately 14 million zloty more than Polsat did during the same period during 2008.

TVP used a set rate for the costs of adverts for the tournament, whereas in Euro 2008, Polsat modified the final price in relation to the eventual number of viewers for each match.

Nevertheless, with Poland co-hosting the event this year, the viewing figures for have been far greater than four years ago.

Some 13.3 million viewers watched the first match played by the Polish team, and 14.7 million watched the second.

By comparison, 10.3 million tuned in for the first Polish matches of Euro 2008.

Nevertheless, although advert spaces are still on sale for Euro 2012, it is uncertain whether there will be a demand, with Poland knocked out of the tournament on Saturday.

PanMedia Western compiled the data for Wirtualnemedia.pl. (nh)