• Skip to primary navigation
  • Skip to main content
  • Skip to footer
  • 020 3330 7010
  • marketing@allresponsemedia.com
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
ARM logo

All Response Media

  • Home
  • About ARM
    • About ARM
    • Meet the Team
  • Our Services
    • TV
    • Digital
      • PPC
      • SEO
      • CRO
      • Social Media
      • Programmatic
    • Offline Media
      • TV
      • TV Execution
      • Press
      • Radio
      • Inserts
      • Door to Door
      • Outdoor
      • DRTV
    • Analytics
    • ARMalytics®
  • Success Stories
    • Client Success Stories
    • TV Star Competition UK
    • TV Star Competition NL
    • Our Work With Startups
  • Content Hub
  • Careers
  • Contact Us
You are here: Home / TV / ITV was one of the biggest fallers in the FTSE 100

ITV was one of the biggest fallers in the FTSE 100

31st March 2022 by Sian Smallman

ITV was amongst the worst of the FTSE 100 fallers as investors switch sides and analysts cut their target price on the stock due to a weaker outlook for advertising spending.

ITV is planning to invest just over £1.2bn into content this year, which will rise to £1.35bn from 2023 onwards. However, analysts are predicting that the Ukraine war and current geopolitical tensions, further supply chain disruption, and the overall increased cost of living will likely cause advertising momentum to slow down.

US investment bank, JP Morgan, expressed concerns around the slower rate of advertising growth, reducing its earnings forecast for the ITV group by 13.5%, expecting advertising revenue growth of just 1%, from the 3.1% rate previously predicted (The Times). 

Revamped streaming service 

ITV is soon to be launching a new streaming service, ITVX, in an attempt to retain viewers (Financial Times). The platform is set to launch in Q4 2022 and will enable subscribed members to view popular shows before they broadcast on linear TV. There will also be a free option available for those who want to access most of the content but with adverts. 

Chief Executive Carolyn McCall said the revamped platform should help to “supercharge” the company’s streaming offering in replacement of existing domestic online services, ITV Hub and ITV Hub+. 

Decreased shares in the FTSE 100 media group came as a decline in viewers and a diminished profits outlook overshadowed a rebound in annual revenues and plans for its new streaming platform (Financial Times).

Featured: ITV announce the launch of new streaming service ITVX

ITV hopes to adopt a ‘digital first’ windowing strategy, therefore new content will premiere initially on ITVX. ITV dramas will stream first (and for free) on ITVX around six to nine months before broadcasting on ITV linear channels. The wealth of dramas being shown will include:

Continue reading

 

All Response Media Viewpoint 

“Q1 2022 saw significant inflation in the TV market as unleashed pent-up advertiser demand and back-to-work lower viewing levels combined to increase prices at alarming levels. However, claims that this is a long-term trend rather than a short-term bubble seem overplayed. “

Andy Sloan
CEO

The stock markets are often better placed to predict the TV revenue market than media agencies with their entrenched confirmation bias, and a 25% fall in the ITV share price is mostly predicated on a weak TV revenue expectation. This should mean that for the rest of 2022, TV will continue to offer good value to those advertisers whose consumer demand is holding up in difficult economic circumstances.

FEATURED READS

The carbon calculator: working towards a net-zero target

Was the marketing industry ever really in ‘crisis’?

Marketing effectiveness in the digital era

Contact us to see how we can use our advertising capabilities to maximise sales and the overall success of your TV campaigns.
Speak to one of our experts

Subscribe For More

Newsletter Signup

Footer

ARM logo

The Leading Performance Media Agency

Building businesses and brands by providing clients with an Unfair Competitive Advantage.
ARMalytics®

Get In Touch

London: Sutton Yard, 65 Goswell Road, EC1V 7EN
Phone: +44 (0) 20 3330 7000

Leeds: Marshalls Mill, Marshall Street, LS11 9YJ
Phone: +44 (0) 20 3330 8050

Amsterdam: Koivistokade 3, 1013 AC
Phone: +31 6 3761 9020

marketing@allresponsemedia.com

Privacy Policy | Cookie Policy | Modern Slavery Policy

  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Our Newsletter

Subscribe to receive exclusive media insights straight to your inbox. We respect your privacy.

Newsletter Signup

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

ARM logo
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.

If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Analytical and Performance Cookies

These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.

For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.

The information collected through these tracking and performance cookies do not identify any individual visitor.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Advertising and Targeting Cookies

These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.

These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.

If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Cookie Policy

More information about our Privacy Policy and Cookie Policy