From this Guardian article http://football.guardian.co.uk/News_Story/0,,1733713,00.html Drawing on viewing figures from the Euro 2004, the last such tournament Uefa organised, and comparative ratings from the same year's Champions League final, the governing body's director of communications William Gaillard stated that twice as many neutral fans had watched the European Championship final. Indeed, the Euro 2004 final between the hosts Portugal and eventual winners Greece was that year's biggest sporting draw for TV viewers despite it also being one in which the summer Olympic Games were held. It is the broadcast market, tapped through central agreements, that has been the biggest revenue generator for the tournament's organisers.