ITV hit drama Downton Abbey not enough to prevent slide in audience figures

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ITV said hit drama Downton Abbey had not been enough to prevent a slide in audience figures.

The broadcaster, which also shows X Factor and I’m A Celebrity Get Me Out Of Here, saw its share of the TV viewing market slip by 5 per cent so far this year – a figure that boss Adam Crozier said was ‘not as good as we would like.’

But shares climbed after it said that revenues rose 8 per cent to £1.8bn for the first nine months of the year, with advertising revenues up 6 per cent to £1.2bn.

Drama not a crisis: ITV said hit Downton Abbey had not been enough to prevent a slide in audience figures

The pick-up in trading spurred the group to say that annual profits would grow by more than 10 per cent.

The number of people using its on-demand service to watch TV on computers or phones also rose 24 per cent.

Next year it will benefit from the Rugby World Cup as well as the second series of Broadchurch, the crime drama starring David Tennant.

It is also due to unveil its festive viewing schedule, which is widely expected to include a Christmas Day special of Downton Abbey.

Shares, which have risen by 15 per cent in the last 12 months, climbed 4.5p to 205.1p.