ITV sees second quarter advertising boost from World CupWednesday 14 May 2014 10.09
British broadcaster ITV said that a stronger line up of programmes, including the start of the World Cup, would help it to claw back lost viewers and boost net advertising revenue by 12-13% in Q2.
ITV said its channels had not attracted the audiences it wanted in the first four months of the year, with its share of viewers falling to 21.6% from 23.4%.
Its share of viewing has been lower than expected so far this year, chief executive Adam Crozier said after today's trading update.
But he added that the company is confident in a "strong schedule to come", including the World Cup in June.
First-quarter advertising revenue rose 2%, but the company said that it achieved a 19% rise in April advertising spend thanks to a late Easter and would lift advertising revenue by 7% in May.
The World Cup is expected to help it to a 12-15% rise in June.
TV shares broadcasting rights for the UK for the World Cup tournament in Brazil with the publicly funded BBC.
ITV said today that total external revenue for the three months to March 31 rose 2% to £585m.
Revenue at its production unit fell 4% in the quarter, which it attributed to the phasing of programme delivery.
ITV has been building up its production capabilities to reduce its reliance on advertising revenue and last week bought US reality TV producer Leftfield Entertainment for up to $800m.