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Channel 5 becomes first PSB to join AdSmart

UK’s third largest commercial channel becomes the latest Viacom-owned network to join AdSmart


Sky Media today announces that its revolutionary TV advertising platform, AdSmart, has added its first Public Service Broadcast channel to its targeting portfolio. Effective from today  the UK’s third largest commercial channel, Channel5, has become the latest Viacom-owned network to join AdSmart, following Comedy Central and MTV, and bringing the number of ‘AdSmartable’ channels to just shy of 100.

Sky has been working closely with both commercial and technical partners at Channel 5’s parent company, Viacom, to bring market leading technology to advertisers. This is a significant step in available audience for AdSmart, enabling brands to more efficiently and effectively reach their ideal audience. With an expanding portfolio of channels, AdSmart continues to grow – opening up opportunities for businesses of all shapes and sizes to harness the power of TV.

Showcasing a fast expanding line-up of popular home-grown series, Channel 5 reaches more than 4 in 5 UK TV viewers each month and represents a valuable advertising opportunity for businesses with an increasingly young and upmarket audience.

Since its acquisition by Viacom in 2014, the Channel 5 family of channels has increased its share of overall TV viewing in the UK and also increased its appeal amongst 16-34s and ABC1s, thanks to consecutive ‘double digit’ annual increases in content spend. In 2016, the Channel 5 network of channels increased share of viewing amongst 16 to 34-year-olds by 11% and amongst ABC1s by 3%, helping Viacom to grow share for both audiences across its UK portfolio.

Graeme Hutcheson, Director of AdSmart  & Digital said “AdSmart changes the way that people look at TV advertising. The platform is continually evolving and we are really excited to announce one of the UK’s largest channels going live this month.” 

Mark Swift, SVP, UK Ad Sales for Viacom UK, added: “We chose Sky Media as a single point of sale for all Viacom’s UK channels in large part because of their track record of innovation to improve the targeting and effectiveness of TV advertising. We’ve already experienced encouraging results for MTV and Comedy Central with AdSmart and we look forward to creating more value for both our commercial partners and Viacom with the addition of Channel 5.”

Since its launch in 2014 AdSmart has delivered on its aim to make TV more relevant for more brands. Starting with around 400, AdSmart now has over 1400 targeting attributes and has delivered 7500 campaigns in the UK, with 75% of customers being either new to TV or new to Sky Media.

The deal for Channel 5 to join AdSmart results from an expanded partnership arrangement reached by Sky and Viacom in 2015, which secured carriage for Viacom’s networks on Sky’s TV platform and extended an existing advertising sales partnership to include Channel 5 and its associated channels.

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