The Broadcasters Audience Research Body recorded ITV male audiences down 17.2% from this time last year, with its overall share of people watching TV ads falling 10%.
However, the terrestrial network has gained a higher share among older viewers.
Young males make up one of the most coveted demographic groups and advertisers, particularly automotive manufacturers and sportswear labels, are willing to pay premium rates to reach them.
ITV has made efforts to reach them with tailored dramas such as the SAS military drama 'Ultimate Force' starring Ross Kemp as Sergeant Henno Garvie, but with lack of sport, particularly football, it is seen as being weak in this area.
Added to this, ITV has had a disappointing summer with ratings down to an all-time low and its £2m property reality show 'The Block' was moved to a graveyard slot after proving a ratings flop.
It is not all bad news for the commercial broadcaster as its latest interim results reveal ad revenue is up 4% across its portfolio of channels and pre-tax profit has risen by 59% to £132m.
ITV recently unveiled a promising autumn 2004, schedule which should boost revenue among advertisers appealing to the 16 to 24-year old target group.
Among these is a series starring 'Men Behaving Badly' star Martin Clunes called 'Doc Martin' and firefighting drama 'Steel River Blues'.
ITV Sport will also show extensive coverage of the Coca-Cola Football League after its contract was extended into 2006.
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