ITV's marketing and commercial director Jim Hytner secured the increased spend on the back of the broadcaster's £25m increase in its programming budget. The off-air push will break at the end of July, ahead of the crucial autumn programming season.
The investment comes as ITV steps up the fight against cable and satellite channels as well as the BBC, which this year received an extra £20m to promote programmes and digital services off-air.
According to BARB, ITV's adult impacts for the first three weeks of May were down 10.9% year on year, but down 20.1% among the 16- to 34-year-old market, where it has been hit by the growth of multi-channel TV.
ITV aims to revitalise its schedule with youth-orientated shows including Ant & Dec's 'Saturday Night Takeaway', where viewers can win items shown in the ad breaks.
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