ITV Advertising Records Report for 2021 – The Hollywood Reporter

British broadcaster ITV reported a record full-year ad revenue for 2021 on Thursday and paints a very healthy post-pandemic picture across the board.

The company, led by Chief Executive Carolyn McCall, saw total external revenue rise 24% to £3.4 billion ($4.6 billion), up sharply from 2.7 billion pounds in 2020 due to the impact of COVID. Total revenue at production arm ITV Studios rose 28% to £1.7 billion, now just 2% below pre-pandemic levels in 2019. ITV Studios’ external revenue has grown 30% to 1. ,17 billion pounds. At the group’s media and entertainment arm, total revenue increased 21% to £2,282, with advertising revenue up 24%, the highest in ITV’s history (where video-on-demand advertising grew by 41 %).

In addition to the financial results, ITV also announced plans to “strengthen” its streaming business with a “digital first” content strategy and announced the UK’s first AVOD/SVOD platform. Great Britain. ITVX, as the name suggests, is launching in Q4, with viewers able to watch thousands of hours of content for free in a sponsored ad tier, or choose a subscription service that offers all of it. ad-free and additionally offers thousands of hours of British boxed episodes from BritBox and other partners’ content. The first window digital strategy will see most of the new content premiering first on ITVX before switching to ITV’s linear channels a few months later.

This streaming push is part of a goal to double digital revenue to £750 million ($1 billion) by 2026, with ITV committing to prioritize digital content investments for ITVX is £20 million ($27 million) this year, growing to £160 million ($214 million) in 2023. It says incremental annual revenue will cover ITVX’s costs by 2026

“ITV delivered outstanding financial performance in 2021 with 24% growth in total external revenue and adjusted EPS [earnings per share] McCall said. “ITV Studios has enjoyed critical and critical success and currently has around 500 shows in production in the UK and internationally. Media and entertainment keeps viewers and advertisers alike satisfied with a wide range of engaging entertainment and TV series, while also having to watch sports on ITV channels and streaming. Total ad revenue hit a record for the year, and in this video, on-demand ads jumped 41%. “

Production arm ITV Studios recorded a revenue increase for 2021 after the unit trended to 32% before 2020 after the first nine months. The division has produced “the biggest dramas (in 2021) on both BBC and ITV, and revenue from streamers globally is growing very strongly,” McCall said late last year. Among its programs last year were shows like Snowpiercer for Netflix, Ten years old Tom for HBO Max, Belonging to the body for Apple TV+, Vigil for BBC One, Long call and Efforts for ITV, as well as the globally popular program Love Island.

McCall also said in November that ITV’s financial trends last year “illustrate that ITV has successfully completed the first phase of its More Than Television strategy and is accelerating the second phase of its digital transformation.” number as we develop our products, our user experiences, and the way we work.”

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