STV Group plc (STVG.L) reported a drop in first-quarter total advertising revenue on Friday, however that came in below its previous guidance.
Further, STV forecasts higher advertising revenue in the first half.
On the LSE, shares of STV were losing 3.69 percent, changing hands at 100.65 pence.
The Scottish broadcaster said advertising revenue fell 4 percent, ahead of the 5 percent decline it had guided before.
Looking ahead to the second quarter, the advertising revenue is expected to rise about 10 percent, citing strong advertiser demand around the FIFA Men's World Cup. That would leave first-half total advertising revenue up around 4 percent, the company said.
STV expects an adjusted operating loss of about 3 million pounds at STV Studios in the first half, citing subdued commissioning markets.
Chief Executive Rufus Radcliffe said: "Whilst we expect a boost in advertising revenue from the FIFA World Cup, we remain cautious on the outlook for the second half given the continuing softness in the advertising and commissioning markets."
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