The advance advertising figures, published in the Sunday Telegraph, come as the broadcaster's share of the 16- to 34-year-old market falls behind pay-TV's.
The latest Barb figures for the nine months from January to September give ITV a 33.9% share of commercial impacts -- which determine how many people watch TV ads -- for this age group. This is a 17.1% decline on the same period last year.
Pay-TV's share of commercial impacts for the 16- to 34-year-old market has risen to 34.2%, a 25.8% jump on last year.
ITV is also facing fierce competition for this market from Five, which has increased its share of commercial impacts in this age group from 7.1% to 9.3%.
ITV is taking steps to address its declining audience share with a recent rebranding and investment in programming. Carlton and Granada have also announced plans to merge, creating a single ITV. However, advertisers are concerned that if the companies' sales houses merge, the price of advertising will rocket.
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