Channel 4 and 5 strike historic partnership to create unique offering for advertisers

• Agreement between Channel 4 and Paramount brings together advertising sales for public service broadcasters (PSBs) Channel 4 and 5 for the first time, creating an exciting new opportunity for brands
• Advertisers will have ability to leverage a wealth of premium British TV content and a wide range of international titles to reach larger, highly engaged audiences

Channel 4 and Paramount have agreed that from 2027, Channel 4 Sales will become the exclusive advertising sales partner for a broad portfolio of Paramount brands in the UK, including its public service network, 5.

The long-term commercial partnership – the first time that advertising for the two PSBs has come under one roof – will create compelling new opportunities for brands to reach larger audiences, while supporting both broadcasters’ continued investment in British content.

Under the terms of the agreement, Channel 4 Sales will assume responsibility for airtime sales across 5’s portfolio of TV and streaming channels, the UK’s third largest commercial broadcast network, including 5, Milkshake!, 5USA, 5Star, 5Select and 5Action. In addition, Channel 4 Sales will also represent advertising for Paramount networks in the UK including MTV, Comedy Central and Nickelodeon. This combined portfolio will offer advertisers a unique and distinct scale and targeting advantage across UK broadcaster VOD, spanning children’s audiences, 16-34s, ABC1s and regional audiences.

With a well-earned reputation for understanding its audiences, 5 is a leading light in premium factual, event television and drama, most recently delivering public service impact with ‘Power: The Downfall of Huw Edwards’, the most-watched single drama on UK television in 2026 to date. 5 is home to leading scripted titles like ‘All Creatures Great and Small’, ‘Ellis’ and ‘The Hardacres’, to factual titles fronted by the likes of Michael Palin, Ben Fogle, Richard Madeley and Philippa Gregory – and sport including NFL and the Tour de France. The fastest-growing PSB streamer in the UK for two consecutive years with 24m registered users, 5 reaches 96% of UK homes and 28.5 million people across the UK each month.

This content will join Channel 4’s formidable portfolio, which ranges from distinctive dramas like ‘Tip Toe’ and ‘Dirty Business’ to disruptive shows like ‘Handcuffed’ and ‘Virgin Island’, providing advertisers with simple access to some of the UK’s best-loved brands, including ‘Taskmaster’ and ‘The Great British Bake Off’. As well as high-quality programming in a brand-safe environment, advertisers will have enhanced choice through the wide selection of international titles across all channels complementing the richness of British programming.

Priya Dogra, Chief Executive, Channel 4, said: “This exciting partnership, which brings together ad sales for Channel 4 and 5 for the first time, creates a tremendous proposition for advertisers, rooted in the power of public service broadcasting. This groundbreaking collaboration will give advertisers seamless access to a unique portfolio of trusted, premium brands and even larger audiences. It will also generate new commercial opportunities for two distinctive commercial PSBs, helping support further investment in British programming.”

Reemah Sakaan, President, 5, said: “5 is on an incredible run, delivering must-watch hits that draw large, loyal audiences across every platform. Combine that momentum with Channel 4’s commercial strength, and advertisers get a scale and targeting proposition they won’t find anywhere else. This is a historic partnership between two British broadcasters and I am excited to work with Priya and the team at Channel 4 to create a unique market proposition, that puts audiences first and strengthens public service media in the UK for a digital future.”

Rak Patel, Chief Commercial Officer, Channel 4, said: “Advertisers and agencies are increasingly seeking scale, simplicity and effectiveness from trusted media environments: this partnership with Paramount gives Channel 4 Sales’ partners access to an even broader range of premium content. We’re proud to partner with a broadcaster of this scale and quality, enhancing our reputation as the go-to, trusted sales partner for advertisers and media owners.”

Lee Sears, President, Paramount Advertising International, said: “Our number one priority is helping advertisers get closer to our vast and growing portfolio of premium content. In the UK, 5 has built a potent brand presence — pushing the boundaries of event television while delivering returning, year-round hits across linear and streaming. I have no doubt Channel 4 Sales understands this unique opportunity to bring a unified PSB commercial offer to market. We can’t wait for them to get started.”

Paramount Advertising International will exclusively handle advertising sales for Paramount’s direct to consumer brands in-house – including Paramount+ and Pluto TV. It will also continue to handle social alongside sponsorship and creative partnerships across the portfolio of Paramount brands in the UK, including 5, MTV, Comedy Central and Nickelodeon. Paramount+ is home to around 12,000 hours of premium content, from Dutton Ranch and MobLand to the upcoming 2027 UEFA Champions League.