Dan Walker believes ITV have had the stronger Itv World Cup presentation, arguing that their studio backdrop has given viewers a clearer sense of being in the host region than the 's more distant setup. His point is simple: in a major tournament, where you broadcast from can shape how authentic the coverage feels.
The comparison has become part of a wider debate about how much a studio matters when a broadcaster is covering a World Cup. In 2014, the and ITV stayed in Brazil for the World Cup, with the in a two-star hotel about half a mile from ITV's five-star hotel. This summer, the sent reporters and commentators out to North America, with much of their work taking place off-camera, while ITV used a backdrop featuring the Statue of Liberty and the Brooklyn Bridge.
Why the setting matters
Walker said the visual feel of ITV's coverage stood out, with Micah Richards joking: "You know we’re in Salford, right?" The line captured the contrast neatly. If the studio looks too detached from the tournament, the broadcast can lose some of the atmosphere that comes from being on location.
That is why the debate is not really about decoration. It is about whether viewers feel the tournament in the presentation. ITV's choice of the Statue of Liberty and Brooklyn Bridge has helped create a sense of place, while the 's state-of-the-art studio is designed to be used for years rather than built around one summer.
The on-location feel still counts
The article's wider argument is that presence still matters in broadcast football. It is not enough to have smart graphics or a polished desk. If the coverage is meant to reflect the scale of the World Cup, viewers tend to notice when the setting feels rooted in the host region.
That was reinforced by Joe Hart's comments before England's win over co-hosts Mexico, when he praised the Azteca Stadium for its "unbelievable energy". It was a reminder that the atmosphere around the tournament can become part of the story itself, and that broadcasters who tap into it can make their coverage feel more immediate.
Walker has effectively drawn a line between a studio that looks impressive and one that feels connected to the event. In his view, ITV have "blown them out of the water" on this occasion, and the difference comes down to authenticity as much as style.
With the 's set-up built for the long term and ITV leaning into a more obvious World Cup visual identity, the comparison will continue as the tournament goes on. But for now, the argument is clear: in This World Cup, ITV's backdrop has helped their coverage feel closer to the action.
