The final may be Argentina v Spain, but for UK viewers the World Cup is always a domestic duel between the BBC and ITV. Now the tournament is over, we assess the winners across the key categories, drawing on The Guardian's comprehensive verdict.
The Studios
The BBC opted to save money by staying in Salford and using a digital set to simulate host-city landmarks – a move widely seen as a public admission of tighter budgets. ITV, based in New York throughout, looked far more at home on American soil, giving its coverage a sharper international feel. Winner: ITV
The Pundits
ITV boasted a stellar line-up: Roy Keane's trademark grumpiness, Ange Postecoglou's insights while Australia remained involved, and the effervescent Ian Wright. Jobi McAnuff impressed despite late-night slots, and Emma Hayes overcame an early studio placement blunder. The BBC's post-Gary Lineker era still looks uncertain; Micah Richards divides opinion, Joe Hart was a standout, but Alan Shearer and Wayne Rooney often felt flat. Winner: ITV
The Commentators
The "Mark Lawrenson syndrome" – sounding bored at the biggest matches – afflicted the BBC's Jonathan Pearce and ITV's Lee Dixon. Guy Mowbray's reassuring tones for the BBC edged out Sam Matterface on ITV, and Ally McCoist's relentless enthusiasm provided a refreshing antidote. Winner: BBC
Post-Match Interviews
Harry Kane's lost voice after England's Azteca win became an instant classic for the BBC. In contrast, Gabriel Clarke's decision to relay Thomas Tuchel's criticism directly to Jude Bellingham for ITV sparked fresh tension, reopening old wounds between the manager and his star. Winner: BBC
Refereeing Analysis
Christina Unkel's no-nonsense explanations on ITV were head and shoulders above Darren Cann's overly cautious assessments on the BBC, which often left viewers none the wiser. Winner: ITV
Music and Titles
Neither broadcaster matched Nessun Dorma or ITV's 1986 classic, but Rascal Flatts' Life is a Highway on ITV quickly wore thin. The BBC's animated title sequence, recreating iconic moments from World Cup history, was far more evocative. Winner: BBC
The Most Unexpected Viral Moment
Danny Murphy's bizarre decision on the BBC to discuss his dead cat Bob, prompted by Norway bringing on Oscar Bobb, will haunt him forever. As Steve Bower deadpanned: "The game's not that bad." Winner: In a way, all of us. Except Bob.