ITV launch YouTube Sales

hannah@tvadswork.com
Mar 25
2 min read

For over 70 years, ITV has been a staple in British television, bringing beloved shows to homes across the country. Since the launch of ITVX in 2022, the network has embraced the digital age, allowing audiences to stream billions of hours of content. Now, in 2025, ITV is making its biggest leap yet with the aim to increase its presence on YouTube.

Why advertise ITV YouTube?

According to a YouGov survey commissioned by ITV, YouTube has become a powerhouse for TV content consumption. Findings concluded the following:

76% of respondents use YouTube to watch TV related content
70% specifically seek out full episodes of TV shows
71% of households watch premium content on YouTube with at least two people

With these trends in mind, ITV is expanding its premium, brand-safe content on YouTube, providing advertisers with a further opportunity to reach engaged audiences.

ITV YouTube's inventory and audience insights

ITV’s YouTube offering is built on the following:

Premium, TV quality content: ITV provides high level production values and a safe advertising environment.
Massive reach & engagement: Over 65+ channels deliver 1 billion+ ad impressions per year in the UK.
Diverse & engaged audiences: Almost half of user watch time occurs on TV screens, with long form content driving higher engagement.

ITV YouTube targeting & advertising opportunities

Brands will be able to target audiences based on:

Content Bundles: Reality & Entertainment, Factual, Food & Lifestyle, Sports, and Soaps.
Demographics: Age, gender, and other key audience segments.
Device Preference: Connected TV vs. mobile/desktop.
Geo/Timeband Targeting: Specific regions or key times of the day.

Flexible ad formats for maximum impact

ITV YouTube offers a range of ad formats tailored to different campaign goals:

Skippable Ads High completion rates with flexible ad length.
20” Non-Skippable Maximise impact with guaranteed viewership.
30” Non-Skippable Ideal for immersive storytelling.
6” Bumper Ads Perfect for quick, high-frequency impressions.
Takeovers Exclusive brand presence on selected ITV channels.

ITV YouTube success across genres

ITV’s YouTube presence spans multiple categories, covering a diverse and highly engaged audience:

Reality & Entertainment: Love Island, The Voice Global.
Food & Lifestyle: This Morning, Good Morning Britain, Hell’s Kitchen.
Factual: River Monsters, Our Stories, True Lives.
Sports: Football, Horse Racing, Rugby, Cycling, Darts.
Soaps & Drama: Coronation Street, Emmerdale.

Measuring success with brand lift studies

ITV is committed to demonstrating the effectiveness of its YouTube advertising solutions. Through Brand Lift Studies with Differentology, advertisers can compare: