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STV Group PLC on Friday said that the upcoming 2026 FIFA World Cup provides an important event for advertisers and viewers. The Glasgow-based broadcaster expects to report 2025 revenue towards the top end of the guidance range of between £165 million and £180 million, with adjusted operating profit in line with the current consensus of £11.4 million. Both figures would be below 2024 levels. Revenue in 2024 was £188.0 million, with adjusted operating profit of £20.6 million. STV said total advertising revenue is expected to be down 10% in both the fourth quarter and the full year, due to the ‘continued impact of the challenging macroeconomic climate on the advertising market’. The company expects these market conditions to continue into early 2026. It said actions announced in September to protect profitability will deliver a £2.5 million cost reduction in 2026 as planned. Net debt at the end of 2025 is expected towards the lower end of the guidance range of £45 million to £50 million, but still markedly higher compared to £28.8 million at the end of 2024. Chief Executive Rufus Radcliffe said: ‘The macro-uncertainty of H2 2025 has continued into early 2026 with subdued advertising and commissioning markets persisting, although the upcoming 2026 FIFA World Cup provides an important event for advertisers and viewers alike. We are on track to realise previously identified cost savings to protect profitability and provide balance sheet resilience.’ The company will publish its 2025 results on March 17. STV shares were 2.2% higher at 114.50 pence each on Friday morning in London. Copyright 2026 Alliance News Ltd. All Rights Reserved.
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