ITV will not be showing Sunday's Euro 2008 Final after the commercial broadcaster decided it did not want to risk the humiliation of audiences opting to watch the match on the BBC.
The last time the two went head-to-head - for the 2006 World Cup Final between Italy and France - nearly five times as many viewers chose the BBC.
An audience of 13.9million watched the 2006 World Cup Final on the BBC, and only 2.9million on ITV. Greece's surprise win over Portugal at Euro 2004 produced a similar result: 10.8million tuning in to BBC; 3.4million watching on ITV.
BBC's coverage will also be the last time that John Motson, the veteran commentator, takes the lead on a match after 29 years as the lead commentator for finals.
The last time the two went head-to-head - for the 2006 World Cup Final between Italy and France - nearly five times as many viewers chose the BBC.
An audience of 13.9million watched the 2006 World Cup Final on the BBC, and only 2.9million on ITV. Greece's surprise win over Portugal at Euro 2004 produced a similar result: 10.8million tuning in to BBC; 3.4million watching on ITV.
BBC's coverage will also be the last time that John Motson, the veteran commentator, takes the lead on a match after 29 years as the lead commentator for finals.