By Sarah Johnson, marketingmagazine.co.uk, 05 November 2009, 10:20am

ITV expects 4% increase in December ad revenue

LONDON - ITV predicts that its ad revenue will be up by 4% year on year in December and flat across the fourth quarter, breaking a run of falling figures that lasted nearly 18 months.

The broadcaster has said total TV ad revenue would be down 12% for the full year, but claimed it is trading ahead of the market.

ITV controls more than 40% of total UK TV advertising across its channels and has enjoyed a peak in ratings across its primetime slots showing The X-Factor and Coronation Street.

In its interim management statement, ITV said that the ad market was stabilising.

TV ad revenue was down 3% in October, with this month predicted to be down 1% and December up 4%. ITV has not reported a year-on-year increase in ad revenues since June.