ITV Ad Revenue To Tumble

Advertising revenue at ITV1 could fall by as much as 23% next month, according to media buyers.

Britain’s leading commercial channel is expected to see disappointing figures for June, with revenue perhaps falling 3 to 5% year on year in the run up to the World Cup.

Many advertisers were deliberately avoiding the World Cup months while the whole of the advertising market was slow, say the buyers.

ITV is diversifying its revenue streams and is seeing fast growth of ITV2, 3 and 4. However ITV1 represented about 90% of the company’s total advertising revenues last year.

However, if Rooney’s scan yields good news and England do make it through to the final rounds of the World Cup, ITV could see last-minute revenues recover next month.

The FT reports that Channel 4 is also expected to see revenue drops of around 12%, while the whole market is forecast to fall up to as much as 15%.

Advertising revenues during the summer months are historically low as people go on holidays and generally spend less time indoors, leading to sparse programme scheduling.

ITV: 020 7843 8000 www.itv.com