Tag: ITV
WHEN SILENCE SPEAKS LOUDER
22. 2. 2026 Code of Silence was a landmark drama for British television. The show starred Rose Ayling-Ellis, a deaf actress who became famous after winning Strictly Come Dancing, a popular British celebrity dance competition. In the drama, she plays a deaf woman whose exceptional lip-reading skills make her central to a covert police investigation. The production featured cast and crew from deaf, disabled, and neurodiverse communities, with innovative on-screen graphics that visualised how deaf people piece together conversations. ITV saw an opportunity to extend this representation beyond the programme itself and into the commercial break.
CHANNEL 4, ITV AND SKY COMMERCIAL CHIEFS ASK ADVERTISERS TO ‘TURN DOWN THE TOXIC’
30. 11. 2025 | 7 min read The Future of Media London
ITV EMBRACES YOUTUBE AS A STRATEGIC DISTRIBUTION AND COMMERCIAL CHANNEL
24. 6. 2025 In a decisive shift away from legacy broadcast-only models, ITV fully integrated YouTube into its content and commercial strategy throughout late 2024 and early 2025. Rather than using YouTube purely as a promotional channel, ITV transitioned to treating the platform as a core pillar of its distribution architecture, publishing full-length episodes, launching thematic channels, and creating dedicated sales and production teams to support its commercial goals.
ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH
18. 10. 2024 In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV SME brands to create high-quality advertisements at a fraction of the cost, bringing the benefits of TV advertising within reach for businesses of all sizes Democratizing TV Advertising for SMEs As part of its effort to attract new advertisers, ITV collaborated with two SMEs—Travel House, a Swansea-based travel company, and Sheepbridge Interiors, a furniture store in Northern Ireland. Both companies have aired their first-ever TV ads, developed using ITV’s GenAI creative tools powered by their Creative Production Lead (CPL). This marks a significant milestone for the brands, as they have been able to create premium-quality TV ads Successful Campaign Launches Too often, the cost of making an ad is a barrier for brands looking to break through and test TV. By expanding our creative production services to include GenAI, we can democratize this process and make TV advertising accessible to all. We’re constantly innovating to find new ways to help brands grow Jason Spencer, Business Development Director, ITV We thought a TV ad of this quality was far out of our reach, so it’s been a real game changer for us to be the first to use this new service from ITV Dennis Niblock, Owner, Sheepbridge Interiors We are confident this innovative production approach will be a significant benefit and revenue driver for Travel House. We look forward to seeing the positive impact it brings to our business. Katie Davies, Marketing Executive, Travel House
SYSTEM1: THE SECRETS OF SUCCESSFUL TV ADVERTISING: PERSEVERANCE AND CONSISTENCY
7. 10. 2024 | 3 min read Advertising on TV is costly and can be risky, especially for newcomers to the medium, but a new analysis of 500 ads proves that perseverance and consistency are an effective combination for getting results.
LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
12. 9. 2024 While most media leaders acknowledge the climate crisis as one of the defining challenges of our time, taking effective action as a TV company remains a significant hurdle. In a proactive step within the global media industry, ITV has recently published its Climate Transition Plan, setting a new standard for environmental responsibility in media.
ITV LAUNCH TWO CREATIVE AD BREAKS TO RAISE AWARENESS FOR GLOBAL ACCESSIBILITY AWARENESS DAY (GAAD)
23. 5. 2024 On the occasion of Global Accessibility Awareness Day (GAAD), ITV launched two creative ad breaks designed to raise awareness about accessibility and inclusion. These ad breaks were featured on ITV1 and during “This Morning,” a daytime talk show. With 12 million adults in the UK living with deafness, hearing loss, or tinnitus, and over 2 million experiencing sight loss, this initiative underscores ITV’s dedication to making television accessible to all.
SMARTER ADVERTISING CHOICES: ITV’S AUTOMATED CONTEXTUAL TARGETING TOOL
12. 12. 2023 In a captivating presentation at the Future of TV Advertising Global in London on December 5, ITV and Captify showcased their innovative approach to advertising by focusing on consumer emotions. The presentation, titled “Leveraging data and moments that shift consumer intent,” delved into the intricacies of targeting TV ads based on consumer search intent, unveiling new opportunities in contextual TV reveals, and providing insights into the future of data-powered TV.
WHY ADVERTISING ON TV IS STILL THE BEST WAY TO BUILD A BRAND
7. 9. 2022 | 7 min read TV advertising has been around since the late 1940s and it's still one of the most effective ways to build a brand. Despite the growth of digital advertising, TV spending is estimated to reach $77.5 billion by 2024. Why is TV advertising so successful? We'll break down the many reasons in this article. Targeting With TV Is More Effective Than Ever TV advertising reaches a large audience with minimal effort. In the U.S., there are over 118 million households with a TV, and the average person watches over 4 hours of TV each day. This gives advertisers a lot of opportunities to reach their target market.
MAKING A CONNECTION: HOW BROADCASTERS ARE REACHING YOUNGER VIEWERS IN THE NEW VIDEO WORLD
23. 2. 2022 | 6 min read The intense competition for the attention of younger viewers is seeing broadcasters develop new strategies to connect with this hardest to reach of audiences.
HOW BROADCASTERS ARE TAKING STEPS TOWARDS SUSTAINABILITY
10. 1. 2022 | 8 min read TVBEurope hears from the signatories of The Content Climate Pledge about how they are implementing sustainable practises across their businesses
TV ADVERTISING REBOUND WILL STAY SWITCHED ON INTO 2022, ENDERS ANALYSIS SAYS
6. 1. 2022 | 3 min read TV advertising will remain strong this year, with the rebound in spend experienced during 2021 forecast to continue, due to a change in consumer habits, according to Enders Analysis data.
WHICH MEDIUM WAS THE BIG WINNER IN 2021?
21. 12. 2021 | 10 min read Advertising has been recovering from the pandemic, but which channel bounced back quickest and biggest this year?
ADDRESSABLE TV EVERYWHERE
6. 8. 2021 | 10 min read Why broadcasters should enable ATV products across all touchpoints in a challenging and fragmented TV landscape.
DON’T STOP ME NOW: WHY BRANDS SHOULD CONTINUE TO MAKE THEIR VOICE HEARD
2. 2. 2021 | 4 min read It’s as tough a time as it’s ever been for businesses, and marketing budgets are under extreme pressure, but going dark is a false economy, says Kantar’s Mark Inskip.
ANALYSIS: THE STATE OF THE TV ADVERTISING MARKET IN 2020
3. 12. 2020 | 5 min read TV advertising revenue plummeted as a result of the coronavirus pandemic, prompting broadcasters to slash content budgets and review spending. Tim Dams examines the extent of the decline in ad spend and assesses the likely rate of recovery.
EUROPEAN BROADCASTERS TARGETING THE YOUNG WITH VOD
20. 7. 2020 | 2 min read European broadcasters are no longer playing catch up on first run video on demand content.
TV ADVERTISING: INDUSTRY BOSSES DISCUSS THE MARKET’S FUTURE
28. 4. 2020 | 14 min read Mediatel's Steven Scaffardi speaks with key figures from the broadcast media world to discuss how they have dealt with the coronavirus crisis – and what comes next for commercial TV.