ITV saw its peak-time lead over BBC1 slump to 6.9%, which came as a bitter blow to the commercial broadcaster as it sought to attract much-needed advertising revenue.
According to reports, ITV has cancelled annual presentations to advertisers in favour of one-on-one meetings with key clients.
The latest bad news for ITV follows reports last week, as the UK drifted back to work, that the BBC had overtaken ITV in total ratings for the first time since the 1950s.
Figures also show that ITV has failed to narrow the 4% lead held by the BBC in daytime programming. The BBC managed to grow its lead in this market to 6.6%.
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