The broadcaster, which, in common with the rest of the TV industry, is suffering from declines in ad revenue, is expected to record an audience share of just 15.2 per cent for ITV1 in August, according to unofficial sources. This would beat the previous month's record low of 16.1 per cent.
Channel 4, including its time-shifted channel, is expected to record an audience share of 7.1 per cent, down slightly on its performance in August 2008. However, Five is expected to record an audience share of 4.9 per cent, up marginally on August 2008.
While ITV's share of ABC1 viewers, a valuable audience for advertisers, is expected to have fallen to a new low of 13.5 per cent, its total share of peaktime audiences is relatively high at 19.4 per cent.
ITV1's audience figures are expected to improve in September with the return of shows such as The X Factor.
The broadcaster is also set to launch a time-shifted "+1" ITV1 channel in an attempt to boost audiences.