ITV expected to benefit from more Sunday paper ads

Broadcasters should see more ad revenue as the Sun on Sunday hits stands.

With yesterday's launch of the Sun on Sunday creating more competition among Sunday papers, Rupert Murdoch's News International and others are expected to spend millions of pounds in extra advertising over the coming weeks, and a good deal of that extra advertising spending is expected to go to broadcasters.

ITV, Britain's largest advertising-funded broadcaster, should see much of the extra advertising money.

The broadcaster, which airs the hit drama Downton Abbey, announces results Wednesday, and analysts expect an increase in profits from a year earlier.

Media mogul Richard Desmond's Northern & Shell is reportedly one publishing group that will be spending extra money on advertising as its Daily Star Sunday faces pressure from what had been a vacant News International slot since News of the World was shut down last summer.

The Sun on Sunday bettered sales expectations in its inaugural run yesterday, with Murdoch proclaiming - via a tweet - that the paper had sold more than 3m copies.