At ITV’s annual Palooza event, the broadcaster debuted a new addressable advertising product and announced a tie-up with TikTok as it sought to project confidence just days after rumours swirled of a potential sale to Sky.
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The UK broadcaster has confirmed speculation that they are in talks to Sky for a sale worth £1.6bn.
For the second time in as many years, ITV warned total ad revenue would decline by high-single digits in Q4. CEO Carolyn McCall attributed the performance to macroeconomic uncertainty over the November Budget.
Exclusive: The broadcaster has partnered with Streamr.ai to form the basis of its new AI-driven production service, aimed at making it easier for SMEs to invest in TV.
There may be varying reviews, but ITV’s lawyers would have slept more easily without this challenge and many must have questioned the wisdom of poking a stick into this hornet’s nest.
Lantern is exactly the kind of innovation broadcasters need to protect and grow their businesses and get back into the room with advertisers.
The initiative’s “baby POC” is moving into its teen years by expanding its panel and capabilities, and it is inviting more advertisers to take part.
As ITV reaches seven decades, its commercial MD reflects on the key moments that show how advertising has powered the broadcaster’s growth, kept TV free and helped shape UK culture.
| Maria Iu
To mark its 70th birthday, the broadcaster worked with System1 and D&AD to showcase the top 70 ads in seven decades.
The broadcaster has followed in Channel 4’s footsteps to add Spotify as a distribution partner, highlighting the continued trend of chasing incremental reach.