England's opening game against Russia has netted ITV its biggest audience of the year so far.
The broadcaster's audience during the first England game of the tournament peaked at 14.1m, becoming the biggest show of the year so far, not just for ITV but of any British broadcaster.
The match was watched by 12.9m, on average, while its pre-game and post-game included put that average at 9.2m, a 43 per cent audience share at the time of broadcast.
It overtook an episode of Britain's Got Talent, also an ITV show, aired in April which gained a peak of 11.6m viewers.
ITV said in March that it experienced a flat quarter at the start of the year as advertisers held off spending for the football tournament, which kicked off on Friday.
Big advertising spenders during the tournament are expected to be betting firms, alcohol companies, car makers and sports goods, according to analysis by media agency Carat.
The match was marred by violence between rival fans and French police, with 35 people injured and 15 people arrested.