HALF-year profits at ITV have risen by 25 per cent to £391m as it benefited from an improved television advertising market and earnings from production companies it has bought.

The broadcaster said that net advertising revenue for the six months to 30 June was up 5 per cent to £838m, while revenue from ITV Studios jumped 23 per cent to £496m.

However, ITV's share of viewing across its portfolio of channels fell 4% per cent.

ITV chief executive Adam Crozier said that improving ratings was a key focus for the year.

A decline in viewing for the main ITV channel was offset by a 2 per cent rise across its digital channels.

"Our viewing performance was impacted by strong competition from the BBC, no major sporting event and some of our shows not performing as well as we had expected," the company said.

The company expects its share of viewing to increase in the second half of the year on the back of exclusive rights to events including the Rugby World Cup and a range of dramas including Jekyll & Hyde.

ITV Studios reinforced its position as the UK's biggest commercial production company with four acquisitions in the first half.

They included Talpa Media, the Dutch creator of entertainment formats such as The Voice, and Poldark producer Mammoth Screen.