Channel 4 and Google Play in ad break first

In what is to become a broadcasting first, Channel 4 will air a performance by singer Sam Smith live over an entire ad break.

The unique three-minute slot – a collaboration between Channel 4, Google Play, MediaCom, The Outfit and Universal Music label Capitol – will air at approximately 10.45pm during Alan Carr: Chatty Man, targeting the chat show’s high share of the broadcaster’s core 16-34 year old viewers.

Earlier this year, Channel 4 announced that its database of unique registered viewers had surpassed the 10 million mark – including one in two of all 16-24 year olds in the UK.

The broadcaster said that the landmark has had huge implications for its viewer engagement strategy, enabling the introduction of new targeted advertising for video on-demand, helping to drive digital revenue growth.

The performance, set to air on 30 May, will feature Google Play branding throughout to make viewers aware that the gig will be available to download via the Google Play Store – where the entire performance will be streamed live. The gig will also be live-streamed on Google’s Lightbox ads.

Channel 4’s agency principal, Danny Peace, said: “This unique partnership builds upon Channel 4 Sales’ heritage of delivering innovative ad breaks for our commercial partners that go beyond the traditional ad execution to create an exclusive must-see event that our viewers will want to make an appointment to watch.”

Google UK’s Stephen Rosenthal added: “Through Google Play Music, we’re looking to shake up the way music lovers connect with the bands and tracks they love. What better way to show our ambition than lay on this world first with Sam Smith, one of the hottest acts on the planet today.”