Channel 4 And 5 Agree Historic Ad-Sales Partnership From 2027

Channel 4 and Paramount have struck a long-term commercial deal that will see Channel 4 Sales handle advertising across a broad UK portfolio, including 5.

The move marks the first time ad sales for both PSBs have been brought together, promising greater scale for advertisers while underpinning continued investment in British programming by both broadcasters.

Under the agreement, Channel 4 Sales will take on airtime sales for 5's full family of channels and streaming services — 5, Milkshake!, 5USA, 5Star, 5Select and 5Action — the UK's third-largest commercial broadcast network. It will also sell advertising for Paramount's UK networks MTV, Comedy Central and Nickelodeon.

The combined line-up offers a distinct scale and targeting advantage across UK broadcaster VOD, spanning key groups such as children, 16–34s, ABC1s and regional audiences, giving brands a single route to larger, highly engaged viewers.

5 continues to build momentum 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. Its slate includes scripted hits such as 'All Creatures Great and Small', 'Ellis' and 'The Hardacres'; factual series fronted by Michael Palin, Ben Fogle, Richard Madeley and Philippa Gregory; plus sport including the NFL and the Tour de France. 5 reaches 96% of UK homes and 28.5 million people each month, and its PSB streamer has been the UK’s fastest-growing for two consecutive years with 24 million registered users.

That content will sit alongside Channel 4's roster, from distinctive dramas like ‘Tip Toe’ and 'Dirty Business' to disruptive formats such as 'Handcuffed' and 'Virgin Island', alongside audience favourites 'Taskmaster' and 'The Great British Bake Off'. Advertisers gain streamlined access to a brand-safe environment of high-quality British programming complemented by a wide range of international titles.

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."