Why connections mean everything
Partner content
Connections matter at Sky Media and there are four key ways that this drives impact advertisers.
Spending time in Cannes recently is a real reminder of how competitive and complicated it is for brands and agencies.
Choice and change are constantly evolving, but one thing doesn’t alter: the importance of connections. Media has always been a people and ideas business — and who you trust to deliver still matters.
With marketing budgets under pressure, knowing your investment is connecting with real people, in real moments, in ways that drive real results, has never mattered more.
Sky Media’s presence at Cannes Lions this year was framed around our new brand positioning: “Connections mean everything.” It’s a brand and creative platform, yes — but it also reflects what sits at the heart of our business.
Because Sky Media is not just a place where ads are placed. We are a partner that helps brands connect across screens, platforms and the cultural moments that matter, delivering meaningful results for businesses.
We understand that people don’t just want to be reached. They want to be engaged. They want to feel something. And that’s what leads to standout and effectiveness.
In a cluttered market, the brands that win are those that show up where it matters, with meaning and trust. Our job is to make it easy for brands to do that.
As a big sports fan, I’m reminded of this almost daily through the unique power of live sport. A standout example came on April’s Masters Sunday, which broke viewership records to become the most watched day ever on Sky Sports.
More than 7.5m viewers tuned in across the day, spanning Premier League, Formula 1, netball, Rugby League and more.
And when Rory McIlroy narrowly missed his putt on the 18th, sending it to a play-off in the early hours, it was TV at its most gripping, peaking at 1.85m viewers. It’s the kind of drama you simply can’t turn off, watching history unfold in real time.
It’s not just Sky Sports. TNT Sports also saw a 7% viewing increase in Q1 — proof that these shared, live moments still command attention and spark conversation. They bring people together and we’re proud to help brands be part of them.
“Connections mean everything” isn’t just a line. It’s a platform that delivers standout. And there are four big ways how being truly connected drives impact for advertisers.
Connected to customers
Real people, across real-world data points, in trusted environments. The quality of verified data we have means better targeting, stronger measurement and clearer outcomes.
And we’re getting better at listening to you, our customers, too. Understanding agency and client challenges earlier helps us bring proactive, creative ideas to the table.
When you’re connected to customers through monthly billing, mobile and broadband data as we are, there’s a clear difference from an email account that’s classed as a registered user.
Connected to culture
Whether it’s breaking news, epic sport or must-see entertainment — these aren’t just big audiences, they’re passion points. And when brands show up here, they’re not just seen; they become part of the story.
From food to football, from drama to DIY, whether it’s The Day of the Jackal or The White Lotus on Sky, Coma on 5 or the Tour de France on TNT Sports, we have the content and platforms to connect with what people care about. Any time of day. On any screen.
Connected to partners
Sky Media is more than Sky — and more than TV.
We collaborate with the industry and we collaborate with partners. We’re across every major platform in one way or another. Through partners like AMC Networks, Warner Bros Discovery and Paramount Global, as well as YouTube, TikTok and Instagram, our scale stretches across TV, digital and social, through one point of access.
We reach more than 33m adults across digital platforms alone and can connect back to their broadcast viewing. That’s true extended reach, without sacrificing quality.
Connected to innovation
Innovation has always been in our DNA, but we’re constantly evolving to make it easier for brands to show up in the right moments, whatever the screen.
Platforms like our Sports Marketplace bring more flexibility, more scale and simpler buying. And our targeting tools mean businesses of all sizes can access premium, brand-safe content. As we all know, TV makes everything else on the plan work harder.
There’s so much more we can do together — and we’re just getting started. But it starts with connecting. We want to be better connected. To understand more deeply. To deliver more effectively.
Better connections. Deeper understanding. Greater impact.
Because when the right message meets the right audience, in the right moment, with the right creative, that’s when the magic happens.
And that’s why “connections mean everything”.
Brett Aumuller is managing director at Sky Media