X Factor helps boost Q3 ad revenue for ITV

THE popularity of The X Factor, Doc Martin and rugby’s World Cup tournament helped boost broadcaster ITV’s third-quarter revenues, the company said yesterday.

Advertising revenues rose by 1% in the three months to September 30, defying expectations of a fall, while the improvement in its ITV Studios business continued after it sold new shows, including Prime Suspect, overseas.

But the group remained cautious about its prospects in 2012 and expects advertising revenues to decline by 10% in December as it comes up against tough comparatives with the previous year.