Mail On Sunday28 Feb 2022 07:58
ITV will post strongest advertising revenues in its history after it bounces back from pandemic, and receives lift from European Football Championship
By ALEX LAWSON, FINANCIAL MAIL ON SUNDAY
PUBLISHED: 21:50, 26 February 2022 | UPDATED: 22:47, 26 February 2022
ITV will this week post the strongest advertising revenues in its history after it bounced back from the pandemic – and received a lift from the European Football Championship.
The broadcaster is forecast to have recorded a 24 per cent increase in its total advertising revenue to £1.95billion in 2021.
Revenues were lifted by a huge snapback in advertising after last year's Covid lockdown and England's run to the Euros final.
Industry sources said ITV hopes to benefit from the World Cup in Qatar, starting in November, which is set to be the 'biggest ever tournament for advertisers'.
It will be the first winter World Cup. Black Friday and Christmas adverts during the period are expected to complement the surge in alcohol, car and food adverts which always accompany such tournaments.
Ad revenues are forecast to rise 3 per cent to break the £2billion barrier this year.
After announcing the results, ITV chief executive Carolyn McCall will host an investor presentation.