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Sky History Announces Ancestry® as Exclusive Channel Launch Sponsor


Sky Media announces that Ancestry®, the global leader in family history, will be the channel sponsor of Sky HISTORY and Sky HISTORY2. The agreement will build on the brand’s strong awareness to increase consideration amongst the audience of the newly relaunched channel.

The co-branded channels with A+E Networks® UK will be available across the UK from Wednesday 27th May on Sky, Virgin, BT, Talk Talk and NOW TV.

Following a successful 2019 which saw audience share increase by 11%, Sky HISTORY will continue to bring viewers a mix of award-winning, talent-led UK commissions, premium innovative documentaries and global hit franchise programming.

Launch programming on the channel includes: The UnXplained, featuring host William Shatner and experts exploring stories that have mystified mankind for centuries; Secret Wars Uncovered, which reveals facts behind battles that were shrouded in corruption and misinformation; and premium documentary series Washington, which chips away at the marbled image of America’s first president to find the truth behind the legend, produced by historian Doris Kearns Godwin and narrated by Emmy award-winning actor Jeff Daniels.

Ancestry® will leverage its presence on the channels, which reach an affluent 40+ audience, to convert its high brand awareness into consideration of its genealogical subscription. The seven-month agreement will run across linear TV, VOD and digital. It is further supported by bespoke short-form social content that will sit across the Sky HISTORY social channels, as well as sponsorship of the channel’s two podcasts: Love Letters From World War Two and Not What You Thought You Knew

Russell James at Ancestry®, said: “We are delighted to be working with Sky HISTORY and we are confident it will help even more people to begin their journey of self-discovery with us.”

As part of the partnership, Ancestry®-branded promos for the new Sky HISTORY are running across the full suite of channels in the A+E Networks UK portfolio: Crime+Investigation®, Lifetime® and BLAZE®. The campaign launched on 27th April and will run until 30th November 2020.

Adrian Pilkington, SVP Commercial and Digital Strategy at A+E Networks, said: “Ancestry is a perfect partner for the new Sky HISTORY. We’re very pleased to combine two such well established brands that help people explore the past on a personal and societal level. Viewers watching Sky HISTORY are discovering more about the people, events and trends that have shaped the world around them, so they are an ideal audience to engage with how they can find out more about their own lineage.”

The integrated partnership between Sky Media and Ancestry® was planned and brokered by the7stars, with creative execution by the A+E Networks UK creative team.

Bella Vuillermoz, Director of Advertising Partners at Sky Media, said: “We’re excited to be working with Ancestry® as we relaunch these industry-leading factual entertainment channels: Sky HISTORY and Sky HISTORY2. The fully integrated partnership spans TV, VOD, social and podcasts and will help to reach an audience who are passionate about the past.”

Sky HISTORY will be available on Sky 123, Virgin 270, BT 327, Talk Talk 327 and NOW TV.

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