The predictions came from a report by the market research group Screen Digest.

Given the long-term uncertainty about economic growth, the sales growth in television advertising revenue for the complete year has, however, been set at only 4.6 per cent.

The report forecasts that with the soccer World Cup in June, strong advertising would drive the first half of the year but the tempo is unlikely to be maintained in the third and fourth quarters of this year.

Although the second half of 2010 remains uncertain, Daniel Knapp, advertising analyst at Screen Digest, said all major television broadcasters will see significant increase in ad revenues this year overall than the "disastrous" 2009 when advertising sales were down 11 per cent.

The report predicted that the ad revenues of ITV, which outperformed its rivals in 2009, will increase from £1.3bn in 2009 to £1.4bn this year.