ITV1 took the biggest hit, with net advertising revenue down 9% at £595m. In stark contrast its digital channels and GMTV performed well, up 24% at £122m.
The results compare with a flat UK television advertising market, down 0.3% for the first half of 2007 compared to the same period in 2006. Sectors that are performing well include pharmaceuticals, which is up 11%, and telecoms, which increased by 7%, while retail was down 4%.
Despite the continued loss of advertising revenue for ITV1, the broadcaster says these latest figures indicate its performance is beginning to stabilise. July results give scope for optimism with a 10% leap in advertising revenue compared to the same period in 2006.
While ratings for ITV1 were down 5.6% at 32.3% for the first half of this year, the rate of decline does appear to be slowing as ratings for the channel plummeted by 9.1 % for the same period last year.
The changes come along as it invests in new quality dramas. It also appears to be following rivals by buying in hit American shows, which have infrequently found their way on to prime time ITV1 schedules. One of the first to arrive will be 'The Bionic Woman', starring ex-EastEnder Michelle Ryan, which ITV has snapped up the rights to.
It has also resigned two other US shows 'Supernatural' and 'Entourage', which air on its digital channel ITV2.
Across the ITV channels ratings were down 3.1% at 41.5%, with ITV adding in the statement that digital multi-channel penetration has now passed 80%.
ITV is due to relaunch its website () as a video on demand portal, with a major promotional push set for the autumn. The service will be rolled out in stages and include live streaming as well as a 30-day catch-up service.
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