Diminishing audience share year-on-year continues to hit ITV Network ad revenues, reports the London office of US stockbroker Merrill Lynch.

The lost revenues are finding their way to rival commercial stations, says the report, while ITV viewing figures for this year’s third quarter are “worse than expected”.

National advertising revenues for October 2000 are forecast to decline by 10% compared with the same period last year – although the comparison could be misleading as ITV’s 1999 revenues for the same month benefited from the Rugby World Cup and the advent of large-scale dotcom advertising.

However, all is not gloom and despondency, opines Merrill Lynch. National ad revenues at ITV are predicted to grow by 7% in the second half of 2000 and a 4%-5% increase is expected in 2001.

News Source: CampaignLive (UK)