ITV has unveiled a new partnership with TikTok Pulse Premiere, providing brands with advertising opportunities to appear alongside ITV’s content on the platform.
Announced at ITV Palooza, ITV’s annual commercial event, the opportunity for advertisers will launch with the new series of I’m a Celebrity… Get Me Out of Here!, followed by Love Island All Stars, 6 Nations Rugby and Britain’s Got Talent in 2026.
TikTok Pulse Premiere allows advertisers to place their ads directly next to ITV content on TikTok’s ‘For You’ page, the first feed users see when they open TikTok. Brands can buy advertising around content for a specific show directly from ITV handles rather than by genre, which ITV said “guarantees contextual relevance” and extends their reach to an engaged audience of millions of viewers and fans through TikTok.
ITV will be selling the advertising through the social and digital team at ITV’s BE Studio. Videos after a Pulse Premiere ad placement are evaluated by the TikTok Inventory Filter using the Standard Tier to ensure a brand safe environment.
Bhavit Chandrani, director of BE Studio, said: “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 ways to connect with our audiences.”
Kris Boger, general manager, TikTok UK, Ireland & BeNeLux, global business solutions said: “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.”
Pictured – social media star Angry Ginge, who is appearing in the new series of ITV’s I’m a Celebrity… Get Me Out of Here!
