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Warner Bros Discovery signs kids’ channels up with Sky Media


Warner Bros Discovery UK and Ireland and Sky Media, the advertising sales arm of Sky, have announced an expansion of their long-running partnership.

From July 1, iconic kids’ channels Cartoon Network, Boomerang and Cartoonito will be joining the Sky Media advertising portfolio. The partnership means Sky Media enhances its position as the home of children’s TV in the UK, with the three channels joining a strong line-up which already includes the Milkshake, Nickelodeon and POP brands from Narrative Entertainment and Paramount.

Sky Media will be the exclusive sales house for Spot and On Demand advertising across Sky platforms and will sell sponsorship alongside Warner Bros Discovery for Brands, the advertising sales arm of WBD.

To further support the kids’ advertising industry, Sky Media will be launching a new Kids Upfronts event in Q3 2023. Bringing together key players across the agency, client and creative industries, the event will showcase and explore how to deliver the best experience and impact for brands across a range of screens.

The extended sales representation deal with Warner Bros Discovery UK and Ireland builds on a long-standing and successful ad sales partnership, which has been in place since 2002. Sky Media currently sell for channels including Quest, Discovery, TLC, Food Network as well as BT Sport, soon to become TNT Sports, the joint venture with BT.

Brett Aumuller, MD, Sky Media, said: “We’ve always had a fantastic partnership with the Warner Bros. Discovery team and it’s great to enhance this further through addition of their kids’ channels within our advertising portfolio. As both our businesses evolve at pace, we continue to work together, so that audiences and advertisers have exciting content and platforms to watch and engage with.”

Katie Coteman, GVP, head of advertising and partnerships Warner Bros Discovery UK and Ireland, added: “We’re really excited our fantastic portfolio of Warner Bros Discovery kids’ content will be soon coming under the Sky Media advertising umbrella, growing our successful partnership further. Cartoon Network, Boomerang and Cartoonito are some of the most-loved kids’ channels in the UK & Ireland and this partnership with Sky Media will unlock opportunities to connect them with relevant brands.”

Sky Media helps businesses of all shapes and sizes to grow. Through world-class premium content & channels, combined with market-leading data-driven innovations like AdSmart, it offers brands access to audiences wherever they are, however they watch.

Reaching over 93 per cent of the UK population, Sky Media represents over 130 channels including all of Sky’s in-house channels and sites including Sky Sports, Sky News, Sky Max, Sky Showcase, Sky Cinema, Sky Arts, Sky Atlantic, Sky Crime, Sky Comedy, Sky Witness, Sky Nature, Sky Documentaries and Sky HISTORY. Sky Media also sells on behalf of a range of renowned broadcasters including Paramount (Channel 5, MTV, Comedy Central), Warner Bros Discovery, GREAT!, A+E Networks, AMC Networks and BT Sport.

Warner Bros. Discovery is among the world’s biggest media and entertainment companies. Available in more than 220 countries and territories and 50 languages, Warner Bros Discovery inspires, informs and entertains audiences worldwide through its iconic brands and products including Discovery Channel, discovery+, CNN, DC, Eurosport, HBO, HBO Max, HGTV, Food Network, Investigation Discovery, TLC, TNT, TBS, truTV, Travel Channel, MotorTrend, Animal Planet, Science Channel, Warner Bros. Pictures, New Line Cinema, Cartoon Network, Adult Swim, Turner Classic Movies and others.

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