ITV has informed an 8% year-on-year boost in TV ad proceeds in the first three months, and is forecasting a World Cup-fuelled 22% increase in the second quarter, however has cautioned that the stance in the second half continues to remain highly doubtful given issues including the uncertain result of the election.

ITV Chief Executive, Adam Crozier, while giving his initial management information ever since joining in the previous week, stated that the position for the latter part of 2010 and early 2011 is rough with more difficult year-on-year comparators and vague market circumstances post-election.

The broadcaster as well took pledge that it would do incremental investment in programming and its digital operation in the second half of the year, in order to try to provide a better platform when going into 2011. It is recognized that the money increase will profit ITV2 and daytime television and is measured to be as a small strategic reinvestment given the resilience seen in the markets until now in the current year.

ITV Studios, which the broadcaster is targeting to refresh by employing Channel 4's Kevin Lygo, saw peripheral revenues, payments from other broadcasters, and increase by 7% year-on-year to £60m. Internal production proceeds, which are largely received from shows custom-built for ITV1, cut down somewhat year-on-year from £75m to £73m.