I have always watched BBC over ITV when given the choice and whilst ITV is not that great and definitely worse than it was before, the BBC option has fallen off a cliff with terrible commentators, awful co-commentators and mostly terrible pundits.
ITV on the other hand have gone from Clive Tyldesley who was OK to Sam Matterface who is just as bad as the new breed of BBC commentators. He (and they) make Tyldesley seem like the benchmark of good commentating.
So given the choice I would (at the moment) pick ITV because the BBC has become so bad.
The choice I have actually taken for the past 2 games is if I hear the words "and co-commentator Danny Murphy" or "and co-commentator Jermaine Jenas" is to immediately switch the audio to Radio5Live :) Emma Hayes' contribution in the coverage of Spain v Croatia on ITV led me to try out 5Live and it was much better.
The only shining lights on the Beeb are Alex Scott and Jurgen Klinnsmann who are both excellent. ITV similarly have Gary Neville, Roy Keane and Seema Jaswal is also quite good especially in comparison to Mark Poogatch....and I do think having Peter Walton the ex ref adds value as well.