Channel 4 & Paramount’s 5 Make History With Advertising Deal

Channel 4 and Paramount UK network 5 (previously Channel 5) have struck a historic pact over advertising.

For the first time, two UK public service broadcasters will join together on ads, with Channel 4 Sales becoming the exclusive partner for a broad portfolio of Paramount brands in the UK including All Creaturs Great and Small network 5.

Paramount and Sky previously had an ads deal in place, which is now over.

Under the terms of the agreement, Channel 4 Sales will assume responsibility for airtime sales across 5’s portfolio of TV and streaming channels including Milkshake!, 5USA, 5Star, 5Select and 5Action, along with Paramount UK networks like MTV, Comedy Central and Nickelodeon. Paramount Advertising International will exclusively handle advertising sales for Paramount’s direct to consumer brands in-house, including Paramount+ and Pluto TV, while continuing to handle social alongside sponsorship and creative partnerships.

Having been in the role for several months now, the move represents another big step from new Channel 4 CEO Priya Dogra, who has been carrying out a root-and-branch review of Channel 4 and is actioning a plan that will see nearly 350 employees laid off. She previously ran ads at pay-TV giant Sky.

Dogra said the 5 partnership is a “tremendous proposition for advertisers, rooted in the power of public service broadcasting.” “This groundbreaking collaboration will give advertisers seamless access to a unique portfolio of trusted, premium brands and even larger audiences. It will also generate new commercial opportunities for two distinctive commercial PSBs, helping support further investment in British programming,” she added.

5 boss Reemah Sakaan added: “5 is on an incredible run, delivering must-watch hits that draw large, loyal audiences across every platform. Combine that momentum with Channel 4’s commercial strength, and advertisers get a scale and targeting proposition they won’t find anywhere else.”