ITV expects to make the most of World Cup

London: ITV is expected to produce 25 per cent advertising growth in both June and July as advertisers pour money back into the commercial broadcaster when it airs this year's World Cup.

At the beginning of the month ITV told the City that it expected 22 per cent growth in the second quarter of 2010, but late bookings mean that the improvement in advertising income is expected by network insiders to be a couple of percentage points higher.

ITV is also hoping for a further uplift if England can progress into the quarter finals and beyond.