ITV Announces £35 Million Cost Cuts Amid Softening Ad Demand

British broadcaster ITV is implementing significant cost-saving measures. The company plans to save £35 million in the fourth quarter. This decision responds to a sharp downturn in advertising revenue.According to Reuters, the economic outlook in the U.K. remains uncertain. This has led to widespread caution among advertisers ahead of the November budget.

Details of the Strategic Savings Plan

The £35 million in savings are labeled as “temporary.” They are designed to align costs with the current advertising climate. The cuts will largely offset the expected revenue drop.£20 million will come from content savings. This involves moving some programming into 2026. The remaining £15 million will come from reduced discretionary and marketing spend.

Broader Financial Performance and Market Impact

Despite the fourth-quarter challenges, other parts of the business show strength. ITV Studios reported an 11 percent revenue growth for the first nine months of 2025. Digital advertising revenue also grew by 15 percent.The company’s total advertising revenue is now expected to fall by around 6 percent for the full year. This reflects the difficult market conditions impacting the entire media industry. The strategic focus remains on managing costs while growing digital and production arms.

Sinclair CEO Slams Disney Over YouTube TV Blackout, Citing Antitrust Concerns

The £35 million in temporary cost cuts demonstrate ITV’s proactive approach to navigating economic headwinds. These ITV cost cuts are a direct response to softer advertising demand, aiming to protect the broadcaster’s financial stability in a volatile market.

Info at your fingertips

Why is ITV making these cost cuts?

The cuts are a direct response to a significant drop in advertising demand. The company expects its total advertising revenue to be down around 9 percent in the fourth quarter. This is due to economic uncertainty and business caution.

Will these cuts affect ITV’s programming?

Yes, but the impact is described as temporary. £20 million of the savings will come from moving some programs into 2026. The content will be financed from existing 2026 budgets.

How has ITV Studios performed recently?

ITV Studios has been a strong performer. Its external revenue grew 20 percent in the first nine months of 2025. This growth was driven by demand from global streaming platforms.

What is the outlook for ITV’s digital business?

The digital business continues to show positive growth. Digital advertising revenue was up 15 percent. Streaming hours on ITVX also increased by 14 percent.

Are these the first cost savings ITV has made this year?

No, these are additional temporary savings. In July, the company announced £45 million in permanent non-content cost savings for 2025. The new cuts are specifically for the challenging fourth quarter.