A late surge of advertising orders for ITV, the UK’s largest commercial TV network, has boosted its October revenues which are now forecast to be £170 million ($269.10m; €246.08m), down versus 2002 by just 3.6%. Earlier this summer, media haruspices were predicting a 6.5% year-on-year shortfall for the month.

The terrestrial TV ad market as a whole is expected to decline in October by a marginal 0.1% to £329.45m. Of this, ITV is predicted to take a 51.6% share. Minority channels Four and Five are likely to be flat adwise, the former taking £64.2m (+0.3%), the latter £26.3m (+0.4%).

Meantime, the rise and rise of multichannel TV – satellite and cable – continues with predictions of an increase in October ad revenues of near to 11%, or £61m in folding money.

The begetter of this forecasting flurry is not revealed – but is most likely one of London’s major media shops.

Data sourced from: MediaGuardian.co.uk; additional content by WARC staff