ITV’s continues expansion into digital advertising has helped the broadcaster fend off a poor advertising market overall.
“The continued momentum behind ITV’s strategic transformation delivered strong growth in Studios and Digital revenues in the first half of the year, largely offsetting the expected weakness in the UK advertising market – with total revenue declining just 1% in H1, even in a very tough advertising market,” said chief executive Carolyn McCall.
Newly revamped streaming service helped grow digital revenues by 24%. McCall said this was ahead of plan and had been accompanied by “a step change in our viewer metrics – with more viewers watching more content and staying longer”.
The broadcaster is anticipating large streaming and linear audiences expected to be drawn to the Women’s World Cup, the Rugby World Cup and the eagerly anticipated return of Big Brother.
