Champions League final 'to net ITV £8m'

ITV is expected to earn around £8m in advertising revenue from the Champions League final later this month, providing the broadcaster with a welcome tonic amid an ad market slowdown.

According to Campaign Live, media agency sources predict that 30-second spot ads during ITV1's coverage of the clash between FC Barcelona and Manchester United on May 28 will fetch around £200,000 each.

The figure represents the highest cost for a single ad slot on ITV1 since The X Factor final last December, which generated a multi-million windfall for ITV.

Sky Sports is also showing the game and media agencies believe that the satellite broadcaster could earn around £2m in advertising revenue from its coverage.

Deodorant brand Lynx will use the match to unveil its latest TV advertising campaign, with simultaneous slots on Sky and ITV, while BMW and Heineken are also due to feature.

The Champions League final will provide a welcome boost for ITV, which only this week confirmed expectations of the first ad market drop since November 2009.

In its interim management statement, the broadcaster reported revenue of £500m in the three months to March 31, up 11% year-on-year, and driven by a 12% increase in TV advertising income, beating the market average of 10%.

ITV expects ad revenue to be up 6% in April, but down 9% in May and as much as 20% in June, "against a background of tough World Cup comparators and current economic conditions".