What ITV’s Digital Growth Means for Advertisers

Total advertising revenue grew by 3% to £850 million during the first half of 2026, while digital advertising revenue increased by 13% to £268 million, alongside a record 27% increase in ITVX streaming hours. Much of the second-quarter growth was driven by the Men's FIFA World Cup, with ITV reporting an 8% increase in advertising revenue during the period as brands invested heavily around premium live sport.

More than 200 advertisers were active during the tournament, including many brands using television for the first time. However, ITV has also warned that some advertising budgets were brought forward to capitalise on the World Cup, meaning third-quarter advertising revenue is expected to soften (with a projected decline of around 5%) as those one-off event budgets disappear.

The World Cup once again demonstrated that live television continues to deliver audiences at a scale that few other media channels can achieve. For major sporting events, advertisers are still willing to pay premium prices because television offers mass reach, high attention and brand-safe environments.

However, these events also increase demand for inventory, meaning advertisers should carefully assess whether premium pricing is justified by improved campaign outcomes rather than simply accepting higher costs.

The 13% growth in ITV’s digital advertising reflects continued migration towards streaming through ITVX and connected television.

For advertisers, this creates opportunities to:

• Reach audiences who are watching less traditional linear TV.
• Apply more sophisticated audience targeting.
• Measure campaign performance in greater detail.
• Combine television’s branding power with digital-style data and optimisation.

As connected TV inventory grows, advertisers should regularly review whether campaign budgets are being allocated effectively between linear television and digital TV rather than relying on historic planning splits.

As broadcasters expand digital inventory alongside traditional television, media buying becomes more complex.

Advertisers should understand:

• How budgets are divided between linear TV and streaming.
• Whether pricing differs significantly between buying routes.
• If audience guarantees are being achieved.
• Whether frequency is being managed efficiently across platforms.
• How campaign performance is being measured consistently.

Without independent oversight, it’s increasingly difficult to know whether advertisers are receiving the most effective value from evolving television trading models.

Subject to regulatory approval, Sky’s proposed acquisition of ITV’s Media & Entertainment business is expected to complete during the second half of 2027. The combined business would bring together free-to-air television, subscription TV and streaming platforms, creating one of the UK’s largest commercial video advertising businesses.

While the long-term impact remains uncertain, advertisers should monitor several areas closely:

• Future television pricing and trading terms.
• Negotiating leverage as market consolidation increases.
• Cross-platform buying opportunities.
• New audience data capabilities.
• Potential changes to measurement and reporting standards.

ITV’s results reinforce a broader trend across the UK advertising market. Television is not declining—it’s changing.

The fastest growth is now coming from digital television and connected TV, while premium live content continues to attract significant advertiser demand. At the same time, market consolidation and increasingly sophisticated trading models mean advertisers need greater visibility over where budgets are being invested and whether they’re achieving the best commercial outcomes.

At 23 Media Audits, we believe advertisers should regularly review not only what they’re paying, but also how media is being bought, how audiences are being delivered and whether every pound invested is working as effectively as possible. Independent media audits provide the transparency needed to validate pricing, buying quality, audience delivery and overall campaign performance as the television marketplace continues to evolve.