Why The Alliance Between Sky, ITV, and Channel 4 Could Be a Late Move That Redefines TV Advertising

In 2026, Sky, ITV, and Channel 4 are slated to launch a unified self-serve platform for streaming TV advertising, powered by Comcast’s Universal Ads platform and FreeWheel technology, making it easier and more affordable for millions of small businesses to run ad campaigns. While some may view the move as long overdue, the broader context suggests a more compelling position: the value of a last-mover advantage. 

For well over a decade, broadcasters have struggled to compete with digital platforms that offer more precise audience targeting, and performance-driven optionality and measurement solutions. As advertisers shifted budgets toward Meta, Google, Amazon, and most recently, retail media networks, TV lost its central role in the media mix. Now, this new alliance signals an inflection point as the broadcasters bid to gain relevance with a new strategic position that could unlock a new era for TV advertising in the region. 

Being late to market typically comes at a cost: missed revenue, weakened relevance, and less influence. But in certain scenarios, arriving late also means arriving better prepared. With this joint platform in the works, the UK’s largest commercial broadcasters are entering the market with a deeper understanding of how performance-driven advertisers think, plan, and measure success. 

Crucially, they’re doing so with premium, brand-safe video environments and privileged access to first-party data, thanks to their recent partnerships with retail giants like Dunnhumby, Nectar360, and others. By matching first-party shopper data with BVOD (broadcaster video on demand) viewing behaviour, advertisers using this platform will be able to more effectively target segments like vegan shoppers or new pet owners, transforming TV advertising into a more performance-driven media opportunity. 

Of course, this model isn’t entirely new—Sky has been offering these capabilities for a while now—but the difference with this alliance is the impressive scale and reach these major broadcasters collectively boast. 

At the heart of this alliance is the recognition that the old binaries of advertising no longer apply, and likely never will again. Advertisers no longer consider brand and performance as separate disciplines. Instead, the most innovative marketing strategies seek to build emotional resonance and drive measurement outcomes simultaneously, an ambition that TV has historically struggled to fulfill. 

With this news, everything changes. The forthcoming platform will allow advertisers to plan and activate across Sky, ITV, and Channel 4 through a single interface, removing the fragmentation that has long limited scale and efficiency. More importantly, it’s due to incorporate the kind of data signals advertisers increasingly rely on to drive ROI, namely behavioural intent, purchase history, and household composition. 

To fully capitalise on this moment, execution will be critical. These broadcasters must deliver on their promises, ensuring that the media planning and buying experience is intuitive for SMEs while robust enough for advanced programmatic buyers. And of course, the timing between announcement and launch is another risk. 

Launching in 2026 means at least six months (if not more) during which Big Tech and other competitors for ad dollars will continue to refine their ad stacks, expand retail partnerships, and drive AI innovation. At the same time, this announcement signals that the broadcasters are betting that their offer will provide a truly differentiated alternative in an already-crowded landscape. The promise of building a system that blends broadcast TV’s unique strengths while addressing the expectations of digital media buyers is no small feat. 

If the unified platform succeeds, it could usher in a new era of media planning, reshaping the role of TV. It will broaden the base of TV advertisers in the region by making the medium more accessible to smaller brands and businesses, while reestablishing these broadcasters as leaders in advertising innovation rather than legacy players fighting for share. This alliance also presents a compelling opportunity for smaller brands and businesses to test both demand creation and demand capture tactics within a premium, big-screen media environment. Those best positioned to capitalise will be the ones who approach the platform with deliberate investment and budget setting, a focus on high-quality storytelling, and a clear measurement framework to assess performance across short- and long-term horizons.

Only time will tell, but with the right strategy and execution, this alliance could turn these broadcasters’ delay into an advantage that redefines the role of broadcast TV advertising in the performance era.