According to the latest estimates from broadcasters and agencies, ITV1 stands to see its June ad revenues down by 3% or more, with the wider TV market suffering an even bigger fall.
Agencies Group M and Initiative are predicting ITV will be down 3 to 4% and 2% respectively, and their view is backed by broadcasters Channel 4 and Five, who both estimate a fall of 3%.
ITV has sunk tens of millions of pounds into its coverage, but despite favourable kick-off times to reach a young TV audience, some advertisers in the UK have failed to get excited. Many have even planned campaigns deliberately to avoid it.
Despite high profile advertisers such as Carlsberg launching campaigns in advance of the competition, estimates for the drinks industry in June are for a year on year decline.
Sports goods and car categories are also showing signs of failing to show up for Germany.
Gary Digby, ITV Sales managing director, admitted that even a late surge of spending from advertisers would not be enough to salvage original expectations.
"From our perspective, I'm not sure what we could have done to put more focus on the World Cup," he said. "It begs the question, ...is it an attractive investment?"
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