Show of talent: ITV hails success of turnaround strategy as demand booms

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A BUMPER June for advertising and stronger demand for ITV’s own-made shows signalled a further boost to the broadcaster’s turnaround strategy yesterday.

The impact of the Euro 2012 football championships means advertising revenues for next month are likely to be up by as much as 17 per cent, building on an expected 6 per cent rise this month as ITV airs Britain’s Got Talent, which features contestant Billy George, above, from Yorkshire.

It said in a trading update that advertising revenues should outstrip the rest of the market this year, but added that its ITV Studios business was also pulling its weight after a period of under-performance.

The division has secured an “encouraging number” of commissions, particularly in the United States, as revenues lifted 61 per cent to £212m in the first quarter of this year.

The performance was helped by the front-loaded delivery of shows such as Hell’s Kitchen in the United States and Please Marry My Boy in Australia during the quarter, rather than having them spread throughout the year. The production of morning show Daybreak by ITV Studios has added a further revenues boost.

Chief executive Adam Crozier said the company continued to make progress with its five-year transformation plan.

Picture: ITV/PA Wire