ITV predicts December TV ad revenue rise

ITV expects its TV advertising revenues to be flat overall in the fourth quarter, although it is forecasting a 4% rise next month.

TV advertising in October is forecast to be down 3%, with November down 1%.

Over the full year, the broadcaster forecasts that TV advertising will be down 12%, adding that it continues to trade ahead of the market, however.

Total group revenue was down 11% to £1.3 billion in the nine months to the end of September, said ITV.

There was positive news from online, with the broadcaster’s online TV player seeing revenue rise 45% year on year to £16 million.

John Cresswell, ITV’s Chief Operating Officer, said: “ITV is continuing to deliver a strong operational performance in challenging market conditions. All our channels are performing strongly on-screen and ITV1 is extending its lead over BBC1 in peak time viewing. Both ITV Studios and itv.com are delivering revenue growth. We are meeting our cost savings targets and continue to strengthen our balance sheet.

“Whilst our visibility is limited, the outlook for the fourth quarter has continued to improve and ITV is continuing to outperform the market. With further cost savings and a strong schedule in 2010, including the World Cup, we are confident that ITV is well-positioned to benefit from any market recovery.”