The news will be a further blow to ITV, following the revelation that the broadcaster would see ad revenue drop between 3%-5% during the month of June, despite programming centring around one of the biggest global sporting events yet broadcast.
A report in today's Financial Times says that Channel 4 ad revenue could fall by as much as 11%-12% in July, and that the whole of the television advertising market was set to fall by between 13%-15% during the month.
The report says that despite ITV diversifying into the digital broadcasting space with its digital channels ITV2, ITV3, ITV4 and gambling channel ITV Play, the main ITV1 channel counts for at least 90% of the network's revenue.
Charles Allen, ITV chief executive, is understood to be visiting media agencies to try to address the problem surrounding the revenue shortfall and encourage a last-minute rush from top-billing advertisers to book space during this month and the month of July.
The World Cup tournament is being played in Germany and runs from June 9 to July 9. The first World Cup game on ITV is on Friday June 9 is the Group A match with Poland v Ecuador. ITV's first England match is on June 15 at 5pm versus Trinidad & Tobago.
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