ITV's last-minute influx of £35 million in ad revenue will
not be enough to save it from poor financial results.
A week ahead of the official launch of its quarterly forecast of ad
expenditure, Zenith Media has revealed that the £35 million will
have little effect on the broadcaster's annual estimates.
Jonathan Barnard, the manager of the knowledge department at Zenith,
said: "While it's good that there is new money coming into the market,
it's too little too late and doesn't really change the estimates for the
whole year. In rough terms, it will mean that instead of being 20 per
cent down month on month compared with last year (for November and
December), ITV will now be around 10 per cent down."
Steve Platt, the managing director of Carlton Sales, has confirmed that
ITV has clocked up an extra £35 million revenue for November and
December which was "unexpected" in October.
Cautiously welcoming the unexpected cash, Platt said: "It is the first
time this year that we have seen that sort of late money coming through,
but we won't get too excited as one swallow doesn't make a summer."
The late revenue boost is mainly attributable to pre-Christmas pushes
from the retail sector and categories such as cars.
Andy Zonfrillo, the TV buying director at MindShare, added: "There is
definitely more money coming into the market for November and December
but, in terms of year-on-year performance, ITV must be down."
ITV1 has this week unveiled its programming schedule for this winter
season. Among the highlights is a new adaptation of the drama The
Forsythe Saga, starring the actor Rupert Graves.
Cold Feet star James Nesbitt will appear in Bloody Sunday and the
channel's factual line-up will mark The Queen's Golden Jubilee with The