UKTV and Channel 4 today have extended their agreement for 4 Sales to remain the exclusive advertising representative for the UKTV for another 10 years.
The deal, which includes all UKTV inventory, including UKTV Play, secures Channel 4’s position as the UK’s second largest sales house.
“4 Sales has represented UKTV’s inventory in the advertising market since 2010, during which time UKTV has grown its share of commercial impacts to an all-time high of almost 10%,” said UKTV CEO, Darren Childs.
“Channel 4 shares our ambition to be innovative and creative when allocating airtime to brands, and as UKTV continues to grow its share in the market, 4 Sales remains the perfect partner to represent UKTV’s inventory across all different viewing platforms.”
Jonathan Allan, sales director at Chennal 4, said: “After growing UKTV’s revenues successfully since the start of our relationship, we’re delighted to have significantly extended our valuable partnership and will continue to be a key part of their success for many more years to come.
“The quality of their output, strengthened by their original programming investment and VOD growth, perfectly aligns with the rest of our portfolio.”
UKTV, which has a portfolio of channels including Dave, Drama and Gold, recently announced record year-end viewing with share of commercial impacts at an all-time high of 9.86%.
UKTV’s on demand service, UKTV Play, also recorded a 74% increase in direct-to-consumer views and a 98% increase in app downloads year-on-year.
