Love Is­land and World Cup lift for ITV ad sales boosts McCall

Irish Independent - Business Week - - Front Page - Joe Mayes

ITV has said ad­ver­tis­ing sales were bol­stered by hit re­al­ity show ‘Love Is­land’ and Eng­land’s bet­ter-than-ex­pected run at the soc­cer World Cup.

The strong sum­mer of view­ing is a plus for CEO Carolyn McCall, pic­tured, who joined from EasyJet in Jan­u­ary and is re­shap­ing the broad­caster’s strat­egy.

ITV, hit by Bri­tain’s vote to leave the EU in 2016, has been look­ing to claw back ad rev­enues, while also fend­ing off the threat of new dig­i­tal ri­vals such as Net­flix and Ama­zon.

McCall an­nounced plans to boost in­vest­ment in ITV’s catch-up ser­vice, the ITV Hub, and said she in­tends to launch a sub­scrip­tion video-on-de­mand ser­vice fea­tur­ing lo­cal con­tent to com­pete with Net­flix.

“We know peo­ple are will­ing to pay for other sub­scrip­tion ser­vices in this coun­try, par­tic­u­larly if it has dis­tinc­tive British con­tent,” McCall said on Bloomberg TV, adding ITV was talk­ing to a range of po­ten­tial part­ners.

“We have an ab­so­lute in­ten­tion to get into that area.”

The stock rose 1.4pc to 172.85 pence at 8.36 am in Lon­don.

To­tal ad­ver­tis­ing rev­enue rose 2pc in the first six months of 2018.

ITV ad sales are ex­pected to be “broadly flat against a back­drop of wider mar­ket un­cer­tainty” in the third quar­ter, the com­pany said.

Those rev­enues were pre­dicted to grow 0.7pc, ac­cord­ing to an av­er­age of three an­a­lyst es­ti­mates com­piled by Bloomberg. (Bloomberg)

France cel­e­brate win­ning the World Cup fi­nal in Rus­sia – the sport­ing event proved to be a big hit for ITV

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