Net advertising revenue (NAR) for ITV's main channel ITV1 were down 9% for the six months to end June compared with an overall market down 0.3% but the broadcaster said on Wednesday its performance had stabilized.
Britain's biggest commercial broadcaster said in a trading statement that the NAR for the whole of ITV was down 5%. It said ITV1's overall performance had stabilised as the decline in ratings slowed.
The group, home to long-running soap opera "Coronation Street" said in May it expected NAR to be down 9.6% at ITV1, meaning Wednesday's update reflected a slight improvement.
ITV has linked its fall in ad revenue at its main ITV1 channel to the Contract Rights Renewal (CRR) regulatory scheme, which in its simplest form allows advertisers to cut the percentage of their marketing budgets spent on ITV1 if ratings decline.
CRR is linked to ITV's share of commercial impacts, which was down at ITV1 by 5.6% at 32.3%, an improvement on the same period last year when it was down 9.1 percent.
Viewing share for the overall ITV family was up in three out of the six months.
"Returning stability in the total TV advertising market has been an important feature of the first half, as has the improving schedule performance and the roll-out of itv.com," John Cresswell, ITV's chief operating officer, said.