Brightening skies?8 Mar 2024 07:06
The boss of ITV believes that the advertising market is bouncing back from what she described last year as its worst recession since the global financial crisis.
Profits at Britain’s biggest free-to-air commercial broadcaster fell by more than half to £193 million before tax in 2023, from £501 million in the year before, mainly as a result of a downturn in spending on traditional television advertising.
But Dame Carolyn McCall’s belief that the outlook is now brightening was a boost for investors and its shares jumped by 12.2 per cent, or 7½p, to 68½p last night, a five-month high.
We’re definitely seeing more confidence in the advertising market,” McCall, 62, said. “Our first quarter is up 3 per cent year-on-year and also pleasingly up 3 per cent on 2019, which was the last normalised quarter before Covid.”