A run of 18 consecutive months of rising advertising revenues is set to stall at ITV this May amidst warnings of a tough summer ahead for the broadcaster.

ITV has recovered strongly from recession since the end of 2009 since the appointment of Adam Crozier as chief executive, despite little restructuring.

The commercial broadcaster reported a 16% year on year growth in ad revenues to triple its pre-tax profits in 2010, boosted in large part by the World Cup.

Those gains are expected to slide into a reversal next month however with a 7% reversal, followed by a 15% reduction in June.

This run of misfortune is thought likely to continue through to September whereupon Rugby World Cup coverage is predicted to provide the network with a much needed fillip.

From there the medium term outlook for the firm looks brighter with the commencement of major advertising campaigns by Olympics sponsors such as McDonald’s expected to commence by years end.