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The Guardian - UK
The Guardian - UK
Business
Mark Sweney

Fifa World Cup fails to score for ITV as fears grow over ads market

World Cup a World Cup United Kingdom ITV Studios
A view of the host country media centre for the Fifa World Cup in Qatar
Football’s World Cup kicks off in Qatar on 20 November but some advertisers have concerns about associating their brands with the host’s human rights record. Photograph: Giuseppe Cacace/AFP/Getty Images

Shares in ITV fell steeply after the broadcaster forecast a lukewarm revenue boost from airing the World Cup, heightening investor fears that the cost of living crisis will crash the UK advertising market.

The UK’s largest commercial broadcaster has forecast year-on-year increases of 3% for November and 5-10% in December – which, with the World Cup and the Christmas marketing blitz, would usually mean an advertising bonanza.

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