ITV shares fall on mixed trading despite Sky deal hopes and strong World Cup advertising outlook

Shares in ITV PLC (LSE:ITV) were up marginally on Thursday as a mixed trading quarter was offset by news that the broadcaster remains in active discussions with Sky over a possible sale of its Media & Entertainment (M&E) business. The update on the potential £1.6 billion deal had been closely watched by investors amid concerns that talks had hit the buffers.