Speaking earlier this week from the US, where he is spending three months setting up an office to service the company's first "indigenous" US client, he said there "isn't going to be a renaissance in television buying as far as the eye can see".
Billett points out that in the first seven months of the year, revenues at ITV fell 5%, while the rest of the industry showed a small increase.
While not great for ITV, it was good news for advertisers, however, as it meant that buying spots on ITV, which controls a 52% share of the UK TV ad market, is getting cheaper as the network comes under pressure from stronger competition.
"Better news for advertisers was that ITV1 was cheaper by more than 11% across the majority of audiences in the first seven months of the year," Billets said.
Billets said that figures also show that ITV's price premium for adults fell to 20%, down from 25% in the same period last year.
His comments, in today's Times, may help to ease fears among advertisers and agencies about the potential power ITV will yield over the UK TV ad market after the network's two main players, Carlton and Granada, were given the go ahead to merge earlier this month.
When Billetts launches in the US, it will be the first consultancy to advise advertisers on how to maximise the impact of their advertising budgets.
In the US, media audit services historically have monitored ads to make sure they are broadcast in the right spots. In local markets, research is also carried out to make sure that advertisers get the ratings they want.
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