MEDIA CHOICE/ITV'S RUBGY WORLD CUP COVERAGE.

During the football World Cup, ITV had to compete head to head with the BBC. This time there is no competition. The author appreciates that ITV doesn't have the rugby experience of the BBC or Sky, but it seriously lacked the intelligent analysis of a Stuart Barnes or the charisma of a John Inverdale in the anchor role. Travelex failed to maximise its sponsorship of the coverage. There was no mention of it as official sponsor and it was obvious it had just taken a piece of rugby coverage and stuck the Travelex logo at the end. Four hours of back-to-back rugby coverage on ITV1 is a great way to attract ABC1 men on a Saturday or Sunday morning.