The worst predictions for ITV’s advertising revenues have failed to come to pass in the broadcasters third-quarter results with figures coming in at the upper end of expectations.
Advertising revenue rose by 1% over the period, at the upper end of forecasts which had included potential losses of 1%.
Chief executive Carolyn McCall said: “On-screen and online viewing performed well with highlights including four of the five highest rating new dramas so far this year and the Rugby World Cup which saw a peak audience of 12.8 million viewers during the final.”
Despite the rise for the third quarter, total advertising with the broadcaster fell 3% for the year to the end of September. ITV predicts it will be either flat or up 1% in the fourth quarter.
The same day as its results update, ITV revealed its new addressable advertising platform - Planet V which will allow advertisers to target viewers on its VOD service, the ITV Hub.