SportBusiness.com

ITV Sport Channel posts record viewers

The much-maligned ITV Sport Channel recorded its biggest-ever audience after offering its content to ITV Digital subscribers for free.

The network stated that 185,000 viewers tuned in to watch Liverpool's 2-0 defeat of Borussia Dortmund which saw the Merseyside team secure passage through to the second phase of the Champions League.

The match coverage peaked at 250,000 - significantly higher than the channel's previous largest audience of 98,000 for a Worthington Cup game.

The channel's 'freeview' offer for ITV Digital subscribers ran from October 25-30 and is a promotion that the ITV Sport Channel says it will definitely consider doing again to boost its 138,000-strong subscriber base.

An ITV spokesman stated: "The viewing figures for the Liverpool tie are tremendous and demonstrate that the channel draws big audiences for the big matches."