Connect with your audience with ITVX Mother's Day pause ad packages

Feb 122 min read

£1.4 billion was spent on Mother's Day in 2024 - a 4.4% increase from the previous year (Mintel, Statisa).

As consumer confidence continues to recover in 2025, we can expect similar levels of spending to mark the occasion this year, making it the the perfect opportunity for brands to engage with their audience in a relevant and meaningful way.

ITVX's Mother's Day audience

This year, 47% of ITVX viewers will be buying a gift for their parent, and nearly 60% of people will plan ahead, meaning the run up to Mother’s Day is a prime time to catch shoppers looking for the perfect gift, whether that's in retail, experiences or travel.

The pause ad explained

An addressable billboard that displays a creative message when the user pauses their programme on a connected TV device.

The message remains on screen until the user resumes the content.

With ITVX’s tailored targeting strategies, you can connect with an in-market, highly engaged audience during a season of heavy gifting.

How does it work?

Bespoke targeting segments have been created around high propensity gifting audiences
The campaigns will target ITVX moments of gifting or users who over-index on spending for Mothers Day, based on signals from Captify's machine learning capabilities and Mastercard data
With limited impressions available, packages are sold on a first come first served basis
Packages start from £10,000 (delivering 250,000 impressions)
Available for campaigns running from 1st-30th March 2025