ITV and C4 ready to avoid autumn ad slump

The TV ad market looks set to avoid an autumn slump with ad revenue for September expected to rise by between 10% and 15% and October likely to be up by more than 5%, media agencies say.

ITV: outperformed market in first half of year
ITV: outperformed market in first half of year

The market has seen significant rises in ad revenue so far this year. Although the ad market was up 15%in the first half, media agencies expect the back end of the year to show less of a rise year on year against the improving second half of 2009.

Media agencies now expect TV revenues to rise by between 11% and 12% for 2010 as a whole. One head of trading said: "There is going to be a strong end to the year. I didn't believe it would happen but the year is looking like it will be up about 12%."

Channel 4 is expected to outperform the market in September, which is in part a reflection of media agencies fulfilling the share deals that were disrupted by over-spending on ITV during the World Cup.

ITV outperformed the ad market in the first half of the year and reported a net ad revenue rise of 18% or £728m in the six months to 30 June, but is expected to be closer to the market average of 15% in September.

ITV and Channel 4 declined to comment.

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