Channel 4 streamlines TV ad buying

The proposition will guarantee peak advertising spots across Channel 4, Paramount, UKTV and Narrative's linear channels on the same evening, alongside streaming and YouTube campaigns.

Channel 4 Sales will launch Instant Re4ch in January 2027, offering advertisers coordinated access to premium television, streaming and digital inventory to maximise the impact of campaign launches.

The offering is designed to simplify media planning by bringing advertising opportunities across Channel 4 Sales' expanded portfolio into a single package. Advertisers will be able to coordinate campaigns across some of the UK's leading television brands, including Channel 4, 5, U&Drama, U&Dave and the GREAT! network.

Instant Re4ch combines linear TV and streaming campaigns

The package includes prioritised planning and guaranteed peak spots across the participating broadcasters' linear channels on the same evening. It also includes 48-hour boost campaigns across Channel 4, Paramount and UKTV streaming platforms, helping advertisers build reach from the start of a campaign.

A further 48-hour YouTube boost will extend campaigns across Channel 4's network of more than 30 YouTube channels. The combined offering is intended to connect television, streaming and digital activity within a coordinated launch strategy.

Channel 4 expands its advertising sales partnership

Instant Re4ch builds on Channel 4's plans to become the exclusive UK advertising sales partner for Paramount brands, including 5, from 2027. The partnership is intended to expand the inventory available through Channel 4 Sales and create more integrated opportunities for advertisers.

Channel 4 Sales will also extend existing products and capabilities across Paramount's inventory. These include programmatic buying, its dynamic optimisation platform Enhance, and its advanced targeting solutions.

Channel 4 aims to simplify cross-platform media planning

David Amodio, Head of Sales, Channel 4: "Instant Re4ch brings together the scale of our expanded portfolio into a single, coordinated proposition, making it easier than ever for advertisers to create high-impact campaign launches across linear TV, streaming and digital.

“At a time when media is becoming complex and fragmented, we're focused on bringing simplicity back to planning. Instant Re4ch unites the power of our portfolio into one joined-up solution and marks the first time in Europe that advertisers can access two public service broadcasters through a single buying point. As our customers' jobs become increasingly complex, we're committed to making them easier, designing solutions around their needs and helping them unlock more value from our expanding ecosystem. Instant Re4ch is another important step in that journey…more to come we promise.”

The proposition will be available to advertisers from January 2027, as Channel 4 Sales continues to develop integrated buying opportunities across its television, streaming and digital inventory.

www.channel4.com

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