Euro 2020 was a big hit with viewers (pic: SNS Group)

STV said advertising revenue rocketed as the Euro 2020 tournament helped it enjoy the highest viewing growth of any of the UK’s 500+ TV channels.

June’s viewing and commercial performance was significantly boosted by coverage of the Euros, with the England-Scotland game delivering 1.94 million viewers, STV’s highest peak-time audience since records began.

Total streams across the tournament on STV Player were 3.9m, up 70% on the World Cup 2018, with June streams overall up 163%.

As a result, STV’s total advertising revenue in June doubled, with VOD revenue up over 200% on 2020 levels, both representing strong growth on June 2019.

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The company also said advertising trends continue to improve, with total advertising revenue (TAR) growth of 32% in the six months to June over the same period last year.

This was a result of continued strong digital growth and an improving economic outlook.  Significantly, first half TAR was up 5% on the same period in 2019.

STV-controlled advertising continues to outperform the wider market, with video on demand advertising on the STV Player up 62% in H1. Regional advertising revenues were up 27% in H1 following only a 5% decline across full year 2020.