Fifa World Cup fails to score for ITV as fears grow over ads market

Broadcaster's shares fall, with investors worried that cost of living crisis will crash UK advertising

Shares in ITV fell steeply after the broadcaster forecast a lukewarm revenue boost from airing the World Cup, heightening investor fears that the cost of living crisis will crash the UK advertising market.

The UK's largest commercial broadcaster said that total ad revenues, including TV, digital and sponsorship, fell 2% in the nine months to the end of September. In its last financial report the broadcaster said it expected income to be broadly flat" for the period.