ITV sees ad revenues climb and forecasts World Cup boost

ITV has forecast a 22% rise in advertising revenue in the second quarter, which will be boosted by the World Cup.

However, Britain’s biggest free-to-air commercial broadcaster, has warned that the longer outlook is highly uncertain.

ITV reported an 8% increase in first-quarter advertising revenue, helping group revenue rise 6% to £450m.

The company says: “Advertising revenue growth for the first half should be seen in the context of declines of 15% for the equivalent period in 2009 and also reflects the impact of the World Cup. Into the second half, the year-on-year comparators are more challenging and the UK advertising market is also highly exposed to the uncertain economic outlook post-election.”

“Whilst the strategy review is ongoing, ITV is committing incremental investment in programming and online over the second half to provide a stronger platform into 2011”.

Its main ITV1 channel’s share of viewing against commercial rivals was down 5% for the year to 26 April, with the other ITV channels flat.

Chief executive Adam Crozier, who joined the group on 26 April from Royal Mail, says the first quarter reflects an improvement in the UK advertising market against a very weak market a year ago, but revenue was still tracking 2008 levels.

He says: “ITV’s financial performance over the first quarter reflects growth in UK television advertising following last year’s record declines. Over two years, revenues are still tracking below 2008 levels. The outlook for the latter part of 2010 and early 2011 is tough with more testing year-on-year comparators and uncertain market conditions post-election.”

“Given also the long-term challenges facing the free-to-air market, change remains an imperative at ITV and we are focused on driving the transformation of the business over the next 3-5 years.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here