ITV hopes world cup will lift share of audience

ITV’s chief executive Adam Crozier, said: “While our share of viewing on linear TV was down in 2014, we are firmly focused on improving viewing this year.

“Up and coming new dramas include Jekyll & Hyde, Home Fires, Arthur & George, The Trials of Jimmy Rose, The Forgotten and Safe House as well as the return of Doc Martin, Prey, Downton Abbey and Vera.

“Thunderbirds Are Go is back on our screens this spring and we have the exclusive rights to the Rugby World Cup which takes place in the UK this autumn.”

Mr Crozier said that despite the five per cent fall in TV audience share, the broadcaster had “enjoyed some real successes”, airing the most watched programme of 2014 with the England vs Uruguay World Cup match, the most watched entertainment show with Britain’s Got Talent, the most watched comedy with Birds of a Feather and the most watched new drama with Cilla.

He added that other popular ITV shows included The X Factor, I’m A Celebrity... Get Me Out Of Here!, Ant and Dec’s Saturday Night Takeaway, Grantchester, Prey, Vera and Downton Abbey.

“Coronation Street was again the most watched soap of the year, averaging 8.4 million viewers in 2014. Overall, ITV continues to gain strong recognition for the quality of our programming and calibre of our talent. In 2014 we won 101 awards including eight BAFTAs,” he said.

ITV reported its fifth year of double-digit profit growth despite the falling viewing figures as World Cup advertising revenues and original content helped boost its bottom line.​

The broadcaster also cheered investors with a £250​m special dividend windfall worth 6.25p per share and the full-year dividend rose 34​ per cent​ to 4.7p.​

Adjusted pre-tax profits rose 23​ per cent​ to £712​m​.

​​The group has been reshaping its​elf to minimise exposure to volatility in advertising markets by boosting spending on original content​ and​ buying up production companies to help produce programmes it can sell around the globe.

It said ITV Studios ​i​s expected to deliver revenue growth of £100m this year.

​​The broadcaster​ ​reported ​an eight per cent rise in ​total external revenue to £2.59​bn ​while​ net advertising r​ose six per cent to £1.63​bn.

Turnover from its online, pay and interactive division ​rose 30​ per cent​ to £153​m as on demand viewing ​increased​ 26​ per cent​ following improvements in the ITV Player service, now available on more platforms. ​​Keith Bowman, equity analyst at Hargreaves Lansdown, said: “Management is declaring victory on its five-year transformation plan, marking the occasion with a special dividend.

“A more balanced business, less reliant on volatile advertising revenues and the UK has been created, with the next phase of its strategy now being pursued.

“On the downside, the wider industry’s dependency on major sporting events remains, with the company again flagging the Rugby World Cup as a key event, whilst improvement in ITV’s ‘Share of Viewing’ remains a focus for management.

​“​In all, these are above forecast results accompanied by reassuring outlook comments and supported by growing shareholder returns.

“A new chapter in the group’s history is being entered, with further investments and shareholder returns now the focus.​“​

Viewing figures suffered ​from strong competition from the BBC ​while​ the performance of ITV2 ​was hit by increasing​ competition from new UK digital channels.

ITV said advertising growth in 2014 was geared towards the second quarter with increased spending around the football World Cup.

Advertising revenue for its main family of channels is expected to grow 11​ per cent​ in the first quarter.