ITV has reported a 2.5% drop in net advertising revenue in the first nine months of 2008, compared with a 3.2% fall for the total TV market.
The broadcaster also announced a 5% fall in broadcasting revenue in the first nine months, to £1.2 billion.
ITV’s total revenue to the end of September was down 1% year on year to £1.47 billion.
ITV said that it expects that 2008 will see it maintain its share of the UK TV ad revenue market at 43.8% year on year for the first time in over 25 years.
Online revenues were up by 6% year on year to £25 million following a “spectacular increase” in video viewing of 472% across ITV.com of 82 million views in the first nine months. ITV.com also experienced a 23% year-on-year increase in unique users.
Earlier today the broadcaster revealed that it is integrating its online assets into its programming operations (see ITV integrates online and programming operations).
Michael Grade, ITV executive chairman, said: “Now is the time to integrate our online video sites editorially with our broadcast business as mass-market channels in their own right and drive the advertising opportunity from that proven consumer demand.”
Online revenues for 2008, however, are expected to be affected by the advertising slowdown.
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