ITV Expands YouTube Sales Offering

ITV expands YouTube sales offering through partnership with Snack Media

ITV is expanding its YouTube advertising offering through a new partnership with digital sports rights representative Snack Media, with the Professional Darts Corporation (PDC) becoming the first sports partner under the agreement.

The partnership will see ITV represent advertising opportunities across the PDC’s YouTube channel, giving brands access to sports content around major events, including the World Darts Championship at Alexandra Palace in London.

The offering will focus on high-engagement, brand-safe and broadcast-quality content distributed through YouTube, providing advertisers with opportunities to reach audiences around some of the biggest events in professional darts.

ITV entered into a strategic partnership with YouTube in December 2024, enabling its commercial team to sell the platform’s full range of advertising opportunities. Since the partnership launched, ITV has worked with 1,300 brands and products, while its recent World Cup content on YouTube generated more than 150 million views.

The deal with Snack Media is the latest development in ITV’s expansion as a YouTube sales house. Earlier this year, the broadcaster announced a partnership with Banijay Rights, the global distribution arm of Banijay Entertainment, and Banijay UK, its UK production group.

Abul Noor, Head of YouTube Sales at ITV, said: "This partnership with Snack Media is a key step as we continue to grow and evolve ITV’s YouTube sales house capabilities. By partnering with the PDC and Snack, we are bringing premium, high-engagement sports content to our commercial partners, reinforcing our commitment to building a destination for advertisers seeking broadcast-quality content. This collaboration creates a strong foundation for us to explore further partnerships within the sports sector, and we look forward to opportunities to broaden our sports portfolio in the future."

itv.com