ITV sees flat advertising revenue before World Cup boost

UK broadcaster ITV forecast flat total advertising revenue for the year to September before a boost from the Qatar football World Cup in November.

The company posted a rise in statutory half-year pre-tax profits of £219m, up from £133m a year ago.

ITV said its Studios and Media & Entertainment divisions had performed better than it had expected in the six months to June 30.

"Despite the tough comparators of last summer, when the Euros and a rebounding economy drove record advertising revenues, total advertising revenue is expected to be broadly flat in the nine months to the end of September. We are mindful of the macro-economic uncertainty, however we have for the first time ever in Q4, the football World Cup to look forward to,” the company said.

Reporting by Frank Prenesti at Sharecast.com