Over 44m people tuned into ITV coverage of the UEFA Euro 2016 and we expect 2020 to be even bigger! 

The eyes of the nation will be on the tournament and also on the advertising. So we're offering a free slot in the final to the ad that performs best in terms of emotional engagement and entertainment value. 

How will the winning ad be chosen? 

We've partnered with specialist ad testing agency System1 to identify the 5 most emotionally engaging ads using their Ad Ratings system.  A  research panel of ITV viewers will then review these 5 ads and select the one they judge to be most entertaining. 

More information about System1 and their ad testing methodology can be found  on their website, or in the sport report, which also includes tips and guidance on how to maximise your chances of winning. 

What ads are eligible to enter? 

Any ad that's between 30 and 120 seconds long and that airs for the first time on ITV during the build up to the UEFA Euros tournament and during the coverage itself . Ads only need to air once and in a single ITV region to be eligible. Ads must have aired by 24/6/20 to allow enough time for testing.

Full competition t&cs available here.

"System1's ad testing methodology rewards ads that align with what we at ITV really value - ads that entertain, engage and are culturally relevant. This makes System1 the perfect partner as we begin our search for the brand that has the ambition, vision and creativity to produce an advert that will be at the forefront of 2020's largest live sporting event"

ITV Commercial

Read the press release here

If you would like more information, please contact itvcommercial@itv.com