Increased globalisation, foot and mouth disease and the failure of online companies is being blamed for a predicted slump in ITV revenues next month, while other terrestrial channels are enjoying year-on-year increases.
The network鈥檚 revenues are predicted to be down 20% in April on last year, while Channel 4鈥檚 revenue is expected to rise 7.6% compared to this time last year and Channel 5鈥檚 revenue is up by more than five per cent.
Despite ITV experiencing deflation for the first time in years, advertisers are still not spending money, even though its programming, such as Coronation Street and Popstars, is performing strongly.
However, ITV said a number of factors, notably the absence of major sporting events such as Euro 2000 were artificially distorting year-on-year figures and the network was set to generate more than 拢160 million next month.
Andrew Canter, broadcast director at Media Planning Group, said: 鈥淟ast year was an artificial year and we all knew the first half of this year was going to be a struggle. If people keep talking the market down they鈥檒l talk themselves into a recession.
鈥淎dvertisers are now more on a global level and, as the American economy is not doing so well, we鈥檙e bound to feel the effects here.
鈥淐hannel 4 is doing so well because they had a brilliant year last year, with the phenomenon of Big Brother.
鈥淭his year they can also offer more for advertisers with the emergence of E4. As advertisers have less money they鈥檒l be bound to take the cheaper option and advertise on Channel 5 and Channel 4.鈥
.jpg)
.jpg)