The figures contrast with those for the first quarter, when TV ad revenue was up by nearly £100 million on the previous period - an increase of more than 14 per cent.
However, ad figures for the second quarter, hovering around £810 million, negate this improvement and sales directors are pinning their hopes on a better performance for the rest of the year.
Broadcast directors have blamed the shortfall on Easter falling early, the May general election and a lack of big sporting events.
Five put in a strong performance at the start of the year - up more than 25 per cent - although this growth ground to a halt in the second quarter. Celebrity Big Brother boosted Channel 4 by nearly 20 per cent in January and Big Brother Six could soften the blow. Agencies predict ITV, up nearly 10 per cent in the first quarter, could suffer in June, with some estimates showing it down 20 per cent.
Chris Locke, the group trading director at Starcom UK, said: "The first quarter of the year went at a banging pace because retailers spent to improve their performance after the Christmas apathy.
"There's no reason why the second half of the year shouldn't bounce back."
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