I always saw ITV as the middle england channel.
Aside from the soaps and Loose Women, all their programming tends to be aimed towards the middle class 'conservative' market, thus their punditry on football programmes is aimed to cater to people who don't have an avid interest in all things football.
Just how I see it anyway, the BBC always appeared to be a 'cater for all' channel, and when they show sports they understand people who are interested in sports want to have pundits discussing it properly rather than patronise them at every opportunity.
Plus no adverts.