ITV has announced an advertising partnership with TikTok.
TikTok Pulse Premiere allows advertisers to place their ads directly next to ITV content on TikTok’s “For You” pages – the first feed users see when they open the app.
It will launch with the new series of I’m a Celebrity… Get Me Out of Here!, followed by Love Island All Stars, 6 Nations Rugby and Britain’s Got Talent in early 2026.
Brands will be able to buy advertising around content for a specific show directly from ITV handles rather than by genre, which should guarantee contextual relevance.
The broadcaster will be selling the space through BE Studio’s social and digital team.
“We are always looking for ways to align our advertisers with our content across multiple channels and I’m thrilled to partner with TikTok Pulse Premiere to offer brands new and impactful ways to connect with our audiences,” explained Bhavit Chandrani, Director of BE Studio from ITV.
“This partnership will be valuable for brands to make the most of ITV’s quality and brand safe content, driving active attention and building associations with iconic cultural moments.”
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Kris Boger, General Manager, TikTok UK, Ireland & BeNeLux, Global Business Solutions added:
“We’re delighted to deepen our partnership with ITV and bring their beloved programming to TikTok Pulse Premiere. This collaboration gives advertisers a new way to amplify their impact – reaching engaged audiences through some of the UK’s most iconic shows, in the moments when attention is at its highest. By pairing ITV’s quality content with TikTok’s scale, we’re helping brands connect with culture in a powerful and authentic way.”
It comes as Sky has launched a specialist TikTok channel, Sky Sports Halo. This has been created specifically to engage female sports fans.
The broadcaster said it would offer “a safe, positive space for women” to connect, comment, and celebrate sport and culture together.
Sky Sports Halo will act as a “little sister” account and joins Sky Sports’ existing portfolio of five TikTok channels across football, boxing, and F1.
