ITV1’s ad revenue is predicted to fall by about 13 per cent year on year in September, with media buying agencies predicting a bleak month for UK commercial TV. The ad market is expected to fall by at least 10 per cent as worsening economic conditions hit marketing budgets.Ad revenue at ITV’s flagship network – the UK’s largest commercial channel and a bellwether for the industry – is anticipated to be about £118 million in September, according to early media buying agency forecasts.A sound performance by the broadcaster’s digital channel portfolio including ITV2 -predicted to be up about 8 per cent year on year in September with ad revenue of about £22 million (E27.5m) – could limit the overall ITV ad decline to about 11 per cent year on year.However, media buying agencies fear that the overall negative outlook for the total UK TV ad market for September, following more modest forecasts of a 1 per cent decline for July and a 4 per cent dip for August, indicates that worsening economic conditions will mean a torrid final quarter for media companies

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