Broadcaster ITV has said the advertising market was in good shape, reflecting an improving economy and strong demand for slots around the Rugby World Cup which kicks off in September.

ITV said net advertising revenue would be up six per cent for the nine months to the end of September, an improvement on the five per cent seen in the first half.

Chief executive Adam Crozier said advertising revenue dipped in June and July from levels boosted last year by its showing of games in the football World Cup, but was forecast to rise seven per cent in August and 15 per cent in September.

Mr Crozier, who is from Bute on Rothesay, said: "The advertising market is strong, clearly helped by a more positive economic backdrop."

He said every advertiser category was up year on year with the exception of gambling, where some spend would shift from the football tournament to the rugby event.

The Rugby World Cup starts on September 18 and runs until the end of October.

Analyst at Citi said the "solid" results offered some relief on advertising markets after recent profit warnings from newspaper publishers.

They said the consensus on revenue growth would move to at least six per cent for the year, driving the forecast for adjusted earnings per share about three per cent higher.

ITV, which has expanded its production business through acquisitions, saw its share of viewing across its channels drop four per cent in the first-half.

Mr Crozier said audiences were a priority for the second half, when the group's offerings included dramas such as Jekyll & Hyde, the final series of Downton Abbey, and the X-Factor.

ITV's adjusted core earnings for the six months to the end of June rose 24 per cent to £400 million.