TV ad revenue at ITV could be set for a huge uplift in in May, according to a new report.
Buyers have told the Guardian that the month may see an increase of 25% year on year as the industry claws its way out of recession.
But the broadcaster is still urging caution that the move does not signal a sustained recovery.
Speaking at the annual conference run by the UK advertiser's body, Isba, managing director brand and commercial at ITV , Rupert Howell, said, "May is looking very good but it is against very easy comparables [with the same months in 2009]"
"Our problems are by no means over. Last year's progress [ITV returned to profit in 2009] just means we now have a significant platform for changes that have to be made."
ITV’s annual results in March saw the broadcaster making a return to the black, reporting a pre-tax profit of £25m for 2009.
TV advertising revenue was down 9% at £1,291m (2008: £1,425m), but the broadcaster said its performance was ahead of the total market which was down 11%.
One media buying source told the Guardian that the market has improved considerably and earlier forecasts that April could see a year on year improvement of 20%, should be revised to between 25% and 30%, and possibly 25% in May.
AJR