ITV expects its advertising revenue to fall by as much as 10% in the final quarter of 2026, the broadcaster said on Wednesday 11 November 2026. Total revenue for the first nine months of the year fell 1% to £2.76 billion, and the company has identified £30 million of temporary savings in its Media and Entertainment division to match costs to weaker advertiser demand. ## Advertising under pressure Total advertising revenue was down 1% over the nine months to 30 September, with an 8% fall in the third quarter alone, [Reuters](https://www.reuters.com/world/uk/itv-warns-up-10-fall-fourth-quarter-advertising-revenue-2026-11-11/) reported. ITV now expects total advertising revenue to fall by 5% to 10% in the fourth quarter, and by 2% to 3% for the full year. Analysts had on average expected only a 1.8% fall in the quarter. Chief executive Carolyn McCall said demand had weakened because of continuing macroeconomic uncertainty, increased digital advertising on global streaming platforms, and the Less Healthy Food advertising regulations that came into effect on 1 October 2025. ## Streaming grows as linear falls There was a brighter spot in digital: Media and Entertainment revenue fell 1% overall, but digital revenue grew 7% and streaming hours on ITVX rose 29%. ITV Studios revenue also fell 1% to £1.33 billion, with the company expecting stronger deliveries in the final quarter. The £30 million of temporary savings includes £25 million of content costs, according to [Advanced Television](https://www.advanced-television.com/2026/11/11/itv-plans-30m-in-temporary-savings-as-ad-revenue-falls/). ## Sale to Sky in the background The warning comes as ITV has agreed to sell its channels and streaming business to Sky, a deal that puts the broadcaster's future shape in focus. For now, ITV says it still expects its studios arm to deliver good revenue growth over the full year, driven by external sales, even as the advertising market that funds its channels remains under strain.