ITV returns to profit and predicts ad recovery

ITV returned to profit during 2009 and has tipped advertising revenues to rise this year.

The broadcaster made a £25m pre-tax profit for the 12 months to December 31, compared with a £2.73bn loss in the previous year.

It said it anticipates advertising revenues rising by as much as 7 per cent in the first quarter of the year.

Incoming chief executive, Adam Crozier, will start work on 26 April.

Andy Viner, Head of Media at BDO LLP said: “This is a positive set of results and shows that ITV are holding their own in an increasingly challenging market.

"The ship is looking steady, but there are more rough seas to come.

"New chief executive, Adam Crozier still faces the challenge of transforming a traditional broadcasting model in to one which creates both profitable content and a sustainable business model for the new ways that the public consume media.

"They must work on realising their revenues through video on demand and online advertising."