In addition, ITV1's share of impacts among all adults (up 0.63%) and adults aged 35+ (down 1.3%) in October were broadly in line with October 2008 levels.
The performance builds on the increasingly positive news flow around ITV. Last week, ITV said its net ad revenue would be up 4% year on year in December. And in September, it outperformed Channel 4 and Five year on year in terms of its share of commercial impacts.
Richard Rowe, account director, MPG, said: "The ratings and commercial impacts boost has come at a good time for ITV, with the contract rights renewal review ending and the ad market seemingly improving."
By contrast, Channel 4's commercial performance worsened, with its impacts share among 16 to 34s down 14% and share among all adults down 12% year on year.
Chris Daley, account director, Mindshare, said: "Channel 4's schedule is not working well. Some new shows such as True Blood have not done as well as it would have hoped.
"It has some good shows coming back soon, which should help, but since the end of Big Brother there has been little that has pulled in big ratings."
Richard Oliver, managing partner, investment, UM, said: "The popularity of The X Factor is impacting the other terrestrials. But there is an issue with Channel 4."
Five was also left in the shade by ITV1, with its share of impacts among all adults down 10%.
However, the broadcaster is buoyed by its performance among younger viewers: its share of impacts among 16 to 34s was down less at 7%.
Jason Talley, sales controller, Five, said: "We took a decision to improve our younger audience profile and that is happening gradually. And we're confident we'll continue to make improvements in that area, with a lot of new programming in the pipeline."
Sunday Night Project presenter Justin Lee Collins signed an exclusive two-year golden handcuffs deal with the broadcaster in August, reported to be worth more than £1m.
ITV and Channel 4 declined to comment.
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