ITV (LSE: ITV) has let its PriceTerrier comparison website off the leash - and there’s barely a mention anywhere of the ailing broadcaster.

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The service, which compares shopping products, financial services and holidays, is powered by Yahoo’s (NSDQ: YHOO) Kelkoo, which itself looked perilously close to being sold off or scaled back this year - but you’d be hard-pressed to find the ITV name anywhere; like Friends Reunited, this is a standalone site with minimum reliance on the TV brand. From the about page: “Priceterrier.com is owned by ITV Consumer Limited and powered by our friends at Yahoo.”

Though the worsening economy suggests consumers could look to price comparison sites for better deals, recent reports say the market is declining. Experian put PriceGrabber up for sale, DMGT closed SimplySwitch, Scripps’ USwitch posted poor results. And there’s little to differentiate PriceTerrier from other players like, well, Kelkoo.

Similarly, ITV will be well placed to promote the terrier on its own TV channels (thereby boosting its own ad sales charts) - but can hardly look out competitors from such ads. Still, ITV will be hoping for a slice of any custom sent to retailers, as well as revenue from ads placed on the site,