ITV says advertising spend is 'improving' despite pandemic-hit Q3
ITV says it is seeing "encouraging signs" that TV advertising spend is beginning to rebound despite the coronavirus crisis continuing to take a toll on the company's revenues.
ITV seizes on ad upturn to distract from stubbornly depressed revenues
The latest results from Britain's biggest commercial broadcaster show a 16% tumble in total external revenue for the year to date, down to £1.86bn. But a marked uptick in advertising throughout Q3 has given the broadcaster cause for optimism that it can finish the year strongly.
Why is ITV hopeful?
-
Total ad spend in Q3 was down 7% year-on-year, but a month by month analysis breakdown presents a steadily brightening picture. A 23% year-on-year plummet was followed by a 3% growth in August and only a 1% drop in September.
-
Putting this year's performance into context, September and October 2020 were up against the Rugby World Cup in 2019, a bumper advertising event last year.
-
A number of categories spent more year-on-year in Q3 including FMCG, supermarkets, publishing and broadcasting, telecommunications, food, government, charities and other, and household stores
-
This has given ITV the confidence to forecast that Q4 advertising will actually be "slightly up year-on-year".
-
Total advertising was down 1% in October and is forecast to be up around 6% in November compared to the same periods in 2019.
-
ITV needs every penny it can find after suffering the largest fall in advertising in its history following the imposition of the spring lockdown.
-
On the other hand, a housebound populace has delivered a boost to total viewing hours, which rose 2%, although ITV's market share ebbed 4%, which it says was "partly impacted by the volume of the BBC’s news output during the pandemic.
-
The fourth quarter is crucial to ITV as it typically contributes an outsize proportion of total revenues for the year, equivalent to 29% in 2019.
-
In a guardedly optimistic trading update chief executive Carolyn McCall welcomed the first sign of green shoots, stating: "Advertising trends are improving with Q4 forecast to be slightly up year on year."
ITV isn't out of the woods yet
-
Programme-making remains a logistical headache. "Covid restrictions and further national lockdowns have added production costs and are making it challenging to bring ITV Studios productions back to full capacity," acknowledged McCall.
-
ITV Studios has resumed the majority of its productions. However, the delay to productions, further national lockdowns, social distancing and other Covid-19 measures will "continue to impact revenue and margin in Q4, which is up against a strong delivery schedule in 2019, and into 2021," the trading statement warned.
-
And the projected turnaround is dependent on English lockdown restrictions ending as planned on 2 December, with all bets being off in the event of any further nasty surprises.
-
The turmoil has accelerated the neccesity of the network's More Than TV strategy which pivots the broadcaster away from traditional revenues and towards a broader, digitally influenced, portfolio.
Content created with:
ITV
ITV, as an integrated producer broadcaster, creates, owns and distributes high-quality content on multiple platforms. We operate the largest commercial family of...
Find out more