According to the Financial Times, media buyers believe ITV's main channel is in line for a decline of between 10% and 12% in September early bookings.
Buyers claim this is leading ITV's sales teams to be more flexible about late bookings, which usually face higher charges the closer they are to the transmission date of the ad.
WPP's pooled buying operation Group M has now reduced its revenue forecast for ITV1. It expects the channel's 2006 revenues to be down 12%, rather than down 11%.
ITV1 had a disappointing World Cup, with advertisers staying away and BBC One's coverage massively outperforming it in viewing share, particularly when the two went head-to-head in covering the World Cup final on July 9, following the Wimbledon final on BBC. ITV's 9.1% audience share for the whole day was its lowest to date.
The debut of 'Love Island' the following day at 9pm brought in just 3.2m viewers compared with 'Big Brother's 4.6m.
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