Euros help ITV hit record £1.95bn in ads

ITV will this week post the strongest advertising revenues in its history after it bounced back from the pandemic – and received a lift from the European Football Championship.

The broadcaster is forecast to have recorded a 24 per cent increase in its total advertising revenue to £1.95billion in 2021.

Revenues were lifted by a huge snapback in advertising after last year’s Covid lockdown and England’s run to the Euros final.

Industry sources said ITV hopes to benefit from the World Cup in Qatar, starting in November, which is set to be the ‘biggest ever tournament for advertisers’.

It will be the first winter World Cup. Black Friday and Christmas adverts during the period are expected to complement the surge in alcohol, car and food adverts which always accompany such tournaments.

A source said: ‘People typically spend more time indoors at that time of year and with the Christmas ads it could be huge.’

Ad revenues are forecast to rise 3 per cent to break the £2billion barrier this year. After announcing the results, ITV chief executive Carolyn McCall will host an investor presentation.