What Itv Media does

ITV Media is the commercial advertising division of ITV Broadcasting Limited, a publicly traded UK commercial broadcaster (LSE: ITV) founded in 1955. The company sells advertising inventory across ITV's linear broadcast channels (ITV1, ITV2, ITV3, ITV4), the ITVX streaming platform, the ITV YouTube network (27 million users monthly), and a new TikTok commercial partnership announced at ITV Palooza 2025. ITV Media operates a dual GTM combining direct enterprise field sales (for national advertisers and agencies) with a self-service programmatic platform, Planet V, that enables addressable video advertising and Total TV convergence packages combining linear and VOD inventory.

Core technology assets include Planet V (addressable ad planning/buying platform), the ITVX Dynamic Pause Ad API (real-time data-fed advertising demonstrated via British Airways integration), the Outcomes Planner / Analytics Lift / Lantern measurement suite, and a GenAI-assisted in-house creative production team supporting ad creation from £500 budgets upwards. Premium product packages include FIFA World Cup 2026 (51 live matches), Nations Championship Rugby 2026 (42 matches), and Love Island 'All Stars' Winter 2026.

Revenue is generated almost exclusively through advertising: TV airtime sales (CPM/TVR pricing on broadcast + ITVX), addressable digital advertising on ITVX (pre-roll, mid-roll, pause ads), sponsorship and ad-funded entertainment, and combined YouTube inventory sales. Customer segments span enterprise brands (British Airways, Kwik Fit, Carwow, Miracle-Gro, Starbucks), NGOs and charities (WWF, British Heart Foundation, Quentin Blake Center), high-growth scale-ups (via the £500k ITV Growth Accelerator Award), and approximately 50% small/medium businesses advertising regionally with flexible budgets starting around £10k. Pricing includes fixed CPT packages (£15-£21 CPM range), transactional/Total TV convergence packages, and bespoke multi-year event sponsorships.

Name

Itv Media

Legal name

ITV Broadcasting Limited

Website

https://itvmedia.co.uk

Company type

Public

Founded year

1955

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

ITV Media is the commercial advertising division of UK broadcaster ITV Broadcasting Limited (LSE: ITV), selling TV, ITVX streaming, YouTube, and TikTok ad inventory alongside the Planet V addressable ad platform and measurement tools to enterprise brands, NGOs, and SMBs.

Ownership category

akta.pro rank

Product category

Television Advertising

NAICS

Radio and Television Broadcasting Stations (5161), Advertising Agencies (54181), Media Buying Agencies (54183), Media Representatives (54184)

SIC

Television Broadcasting Stations (4833), Services-Advertising (7310)

akta.pro primary industry

International TV Broadcasters (Free-to-Air/Satellite/Cable) (MPABAEAJ)

akta.pro secondary industries

Live TV Streaming (vMVPD/IPTV OTT) (MPACAAAD), Video/CTV/OTT Media Buying (MPAAABAE), Broadcast Media Buying (TV & Radio) (BPAFABAA), Radio Advertising Sales & Representation (Local/National, Network Ad Sales) (MPAIAEAI)

Keywords

• Television advertising
• Digital video advertising
• Addressable advertising
• Streaming advertising
• Media sales

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Technology or R&D, Operations, Marketing or Sales, Infrastructure

Revenue model

1. TV Advertising Airtime: ITV generates primary revenue from selling advertising airtime across its broadcast channels (ITV1, ITV2, ITV3, ITV4, etc.) and streaming platform ITVX. Pricing is based on audience delivery (TVRs/impacts) with rates varying by programme popularity and time slots.
2. Digital/Addressable Advertising: Revenue from addressable video advertising on ITVX, including pre-roll, mid-roll, and pause ads. Offers precise targeting capabilities and measurable outcomes for advertisers.
3. Sponsorship: Ad-funded entertainment and programme sponsorship opportunities, including channel sponsorship and branded content integrations.
4. YouTube Advertising Inventory: Combined advertising packages across ITVX and ITV YouTube network, providing incremental reach for advertisers.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

ITV Media sells television and digital advertising airtime across ITV's broadcast channels (ITV1, ITV2, ITV3, ITV4), the ITVX streaming platform, and partnered inventory on YouTube and TikTok. The company offers both enterprise direct sales for major brands and a self-service platform (Planet V) for addressable advertising, along with creative production support starting from £500 budgets.

Product overview

ITV Media operates as a comprehensive advertising and media platform for ITV Commercial, offering a multi-platform portfolio of TV and digital advertising solutions. The core offerings include linear TV advertising across ITV1 and ITV2 channels, the ITVX streaming platform with addressable advertising capabilities, and the Planet V programmatic platform. Key ad products include standard Pause Ads, Dynamic Pause Ads (real-time pricing integration), and Total TV convergence packages combining linear and VOD. ITV also offers sports sponsorship packages (FIFA World Cup 2026, Nations Championship Rugby), branded entertainment research through Creative Boost, and award programs including the Head First Award (£1m mental wellbeing initiative) and the new ITV Growth Accelerator Award (£500k for high-growth businesses). Measurement tools include Outcomes Planner, Analytics Lift, and Lantern. The platform supports various creative production options including GenAI-assisted production starting from £500 budgets.

Differentiator

Problem solved

Functional benefit

Products and services

• ITVX ITVX is ITV's streaming platform and the UK's leading free streaming service, providing on-demand access to ITV content including drama, entertainment, reality shows, and live sport with addressable advertising capabilities.
• Planet V Planet V is ITV's leading addressable advertising platform that enables the planning, buying and selling of premium addressable video advertising across ITV channels and ITVX.
• TV Advertising Television advertising across ITV's broadcast channels including ITV1, ITV2, ITV3, ITV4, and regional variations, reaching millions of UK viewers with brand-safe content.
• Dynamic Pause Ads ITVX Dynamic Pause Ads display real-time information such as pricing and availability that updates based on live data feeds, allowing advertisers to show dynamic, personalized messaging when users pause content on ITVX.
• Total TV Packages Convergence advertising packages combining linear TV spot inventory with ITVX VOD inventory and optional YouTube inventory in a single booking, delivering both linear and digital audiences.
• FIFA World Cup 2026 Packages Advertising packages for FIFA World Cup 2026 tournament across ITV1 and ITV4, featuring 51 premium live matches with structured sales windows and fixed CPM pricing (£21 for Home Nations, £16 for other matches).
• Nations Championship 2026 Free-to-air international rugby tournament on ITV and ITVX featuring 12 of the world's biggest international teams across 42 matches and seven weekends of action, with major sponsorship opportunities.
• Love Island All Stars Winter Total TV Package 2026 Total TV advertising package for Love Island All Stars Winter 2026, combining spot and VOD inventory at fixed CPMs (£20 for 30s, £17 for 20s, £10 for 10s) with optional YouTube extension, targeting Gen Z/Millennial audiences.
• TV Ad Production Support In-house creative production team helping businesses create national-quality TV ads affordably, with options starting from £500 budgets using adaptable assets, flexible working, and GenAI capabilities.
• ITV Live Addressable+ ITV Live Addressable+ is ITV's addressable advertising product for live broadcast environments, expanding ITV's addressable advertising capabilities for advertisers with precise targeting and measurement announced at ITV Palooza 2025.
• ITVX Summer of Entertainment 2026 Multi-platform advertising package across ITVX and ITV YouTube offering scalable solutions from foundational presence to high share of voice campaigns for the summer 2026 entertainment season.
• ITV Growth Accelerator Award UK-first award programme in partnership with Lloyds British Business Excellence Awards offering £500,000 of ITV advertising to one exceptional high-growth British business ready to scale nationally.

Quantifiable outcome

• Web traffic increases up to 48% for new-to-TV advertisers
• +6 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

AI capability3 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and flagship.

• CariacoreTechnology or Integration · 1 October 2025ITV's Planet V platform integrated with Caria to simplify how addressable campaigns are launched on ITVX. The integration provides UK production and creative agency community with visibility of approved upcoming bookings, enabling better organisation and prioritisation of work. Caria is owned by Cape.io (formerly Peach) and commissioned for UK market by Clearcast.
• ClearcastcoreTechnology or Integration · 1 October 2025Clearcast is the clearance and advertising services organisation, owned by Sky, ITV and Channel 4. They commissioned Caria for the UK market. ITV is a key Clearcast shareholder and the partnership enables simplified campaign management through Caria's API integration.
• TikTokflagshipGTM or Marketing Partner · 1 January 2025New commercial partnership with TikTok announced at ITV Palooza 2025. This extends ITV's content reach to TikTok audiences, providing advertisers with additional platforms for brand-safe content distribution alongside ITVX and ITV YouTube.
• YouTubeflagshipGTM or Marketing Partner · 1 January 2025ITV YouTube partnership delivering premium brand-safe content reaching over 27 million users monthly. The combined power of ITVX and ITV YouTube network ensures brand messages travel further, engaging younger harder-to-reach demographics through the fastest-growing broadcaster YouTube Sales network in Europe.
• British AirwaysflagshipStrategic or Co-development Partner · 1 January 2024ITV partnered with British Airways to integrate the BA API directly with the ITVX platform, launching the Dynamic Pause Ad capability. This innovation allows real-time display of holiday costs, package durations, and pricing that updates hourly based on availability and user location. The campaign targeted ABC1 regular flyers aged 40-70, achieving 43% attribution rate and +28 point brand image uplift.
• Lloyds Banking GroupflagshipGTM or Marketing PartnerPartnership with Lloyds British Business Excellence Awards to launch ITV Growth Accelerator Award - a UK-first offering £500,000 of ITV advertising to one exceptional high-growth British business. Designed to remove financial barriers to national television and act as a genuine growth accelerator.
• FIFAcoreStrategic or Co-development PartnerITV secured rights to broadcast 51 premium live matches from FIFA World Cup 2026, including England's first two matches, key group games, and quarter-final picks. This is the largest World Cup ever staged with 48 teams, 104 matches across USA, Canada, and Mexico.
• World RugbycoreStrategic or Co-development PartnerITV secured exclusive free-to-air rights for Nations Championship Rugby 2026, bringing 12 of the world's biggest international teams across 42 matches and 7 weekends of action. This creates powerful cultural moments and major sponsorship opportunities.

Scale indicators16 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• ITV plc (parent entity): ITV plc is the publicly traded parent of ITV Media. As the broader ITV Group reports consolidated financial results, comparing to ITV plc is the authoritative benchmark for ITV Media's commercial division performance.
• Channel 4: The UK's other major free-to-air commercial public service broadcaster, competing directly with ITV for audiences and advertisers. Channel 4 shares the same broadcast advertising model and is a co-shareholder with ITV in Clearcast, making it a direct comparator in commercial airtime.
• Sky (UK): The UK's leading pay-TV broadcaster (owned by Comcast/NBCUniversal), competing for both audiences and TV advertising budgets. Sky is also a Clearcast co-shareholder with ITV and operates overlapping streaming and ad-funded entertainment.
• Channel 5: UK commercial broadcaster (owned by Paramount Global) selling TV advertising on its main channel and My5 streaming. Competes head-to-head with ITV in mass-market UK commercial airtime and ad-funded entertainment.

Broad incumbents

• Amazon Prime Video: Streamer with an ad-supported tier and live sports (e.g., Premier League in the UK). Competes both for viewers and for advertiser budgets, including sports advertising CPMs that overlap with ITV's portfolio.
• Netflix: Global SVOD leader that has launched an ad-supported tier competing for the same viewer attention and increasingly for advertiser budgets. A key structural competitor for ITVX in streaming and ad budgets overall.
• YouTube: The largest digital video platform and ITV's explicit commercial partner. YouTube is both a partner (27M combined monthly reach) and a competitor for advertiser attention and budget, particularly among younger demographics.
• Disney+: Major SVOD platform with an ad-supported tier, competing for premium content audiences and advertiser budgets. Comparable as a broad incumbent in the streaming ad-supported space.
• Warner Bros. Discovery (UK): Operates UK commercial channels (formerly Discovery) and a streaming platform (Max), competing for ad budgets and viewer attention in the UK. Comparable as a broad incumbent with overlapping linear and streaming advertising inventory.

Others

• GroupM / WPP: The world's largest media buying group and a major buyer of ITV advertising inventory. Relevant as the channel through which most major advertisers access ITV's premium airtime, shaping ITV's commercial leverage and pricing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/itvmedia

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Itv Media