Commercial broadcasters, and ITV in particular, have been pinning their hopes on an advertising windfall in June but, according to media agencies, the entire TV ad market is up only 10 per cent against June 2005.
ITV is said to have boosted its coffers in June by around 9 per cent.
It took about £110 million in advertising in the same month last year.
However, it is understood from senior agency sources that it was targeting a 15 per cent increase in June 2006. It is also understood that ITV is still negotiating deals, even though the advance bookings deadline for June expired more than a week ago.
The increases are, however, an improvement on the same period last year.
In June 2005, the overall market was down 21 per cent against June the previous year. ITV saw ad revenues decline by 10 per cent.
But agency sources said ad revenues were so low in 2005 that the World Cup could not fail to improve them.