Channel 4 Sales has secured a multi-year, £300 million deal to become the exclusive UK advertising sales partner for Paramount’s portfolio, including Channel 5 and MTV, starting in 2027. This partnership consolidates ad sales for two major public service broadcasters to provide advertisers with unified scale across linear and streaming platforms.
This agreement marks the first time two major UK public service broadcasters have unified their commercial sales under one roof, creating a massive inventory block to compete with global digital giants. By combining Channel 4’s commercial infrastructure with Channel 5’s reach of 28.5 million monthly viewers, the entities gain significant leverage in a fragmenting media landscape. The move shifts the competitive balance away from Sky, which previously managed these accounts, and signals a strategic retreat toward consolidated scale for traditional broadcasters. Industry observers should monitor how this unified sales approach impacts CPMs for UK streaming video on demand (BVOD) services as the 2027 transition approaches.
Channel 4 Sales will become the exclusive UK advertising partner for Paramount’s portfolio, including Channel 5, MTV, and Nickelodeon, starting in 2027. This £300 million deal consolidates sales for two major broadcasters, creating a unified inventory to better compete with global digital giants in a fragmenting media landscape.
Channel 4 Sales will become the exclusive UK advertising partner for Paramount, replacing Sky starting in 2027.
The multi-year advertising sales agreement is valued at over £300 million.
No, Paramount will retain in-house control over advertising for its direct-to-consumer brands, Paramount+ and Pluto TV.
It marks the first time two major UK public service broadcasters have unified their commercial sales, creating a massive inventory block to compete more effectively against global digital giants.
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