ITV announces ad partnership with TikTok Pulse Premiere

ITV has formed a partnership with TikTok Pulse Premiere, giving advertisers the ability to place campaigns directly alongside ITV’s most recognisable programming on TikTok.

The partnership was announced at ITV Palooza and will launch with I'm a Celebrity... Get Me Out of Here! before expanding to Love Island All Stars, 6 Nations Rugby and Britain’s Got Talent in early 2026.

Through TikTok Pulse Premiere, brands can buy placements around clips from specific ITV shows on users’ For You feeds. ITV will sell the inventory through BE Studio’s social and digital team, offering advertisers guaranteed contextual relevance and access to large, highly engaged audiences.

Extending ITV’s premium environment to TikTok

ITV states that its channels on TikTok provide a predictable and brand safe setting, with Pulse Premiere ads appearing adjacent to popular clips. The video that follows each placement is evaluated with TikTok’s Inventory Filter using the Standard Tier to maintain a secure environment for advertisers.

Featured shows include titles produced by Lifted Entertainment, ITV Sport and Talkback Thames, part of Fremantle.

ITV highlights value for advertisers

Bhavit Chandrani, Director, BE Studio from ITV: "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. 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."

TikTok emphasises cultural reach

Kris Boger, General Manager, TikTok UK, Ireland and BeNeLux, Global Business Solutions: "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."

www.itv.com

www.tiktok.com

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