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Future of TV Svod Media Planning and Buying

Channel 4 tests reduced ad loads on its streaming platform


By Hannah Bowler, Senior reporter

March 30, 2023 | 2 min read

The UK broadcaster has signed up 30 advertisers to trial fewer ads and new formats.

Could Bake Off be enjoyed with fewer ads?

Could Bake Off be enjoyed with fewer ads?

Channel 4 and its advertisers are to test whether fewer ads from a single brand will cut through better with viewers.

A high frequency of repeated ads is a common complaint levied at streaming services, which hampers the viewing experience. With fewer spots, Channel 4’s advertisers will run high-impact campaigns to see whether quality can outperform quantity.

Channel 4 has signed up 30 brands including Lloyds Banking Group, Boots, John Lewis, Domino’s and Toyota. The 12-week trial is led by the research agency BRDC and kicks off imminently.

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“Improving the advertising experience on our streaming platform is critical to future growth both from a viewer and advertiser perspective,” Channel 4’s head of commercial innovation and partners, Jonathan Lewis, said.

The test is also being treated as a way for advertisers to try out new ad products and formats like interactive and shoppable.

NBCU-owned SVOD, Peacock, launched a similar experiment in 2021 which has led to some of its recent ad tech development like its shoppable formats and virtual product placement.

Future of TV Svod Media Planning and Buying

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