ITV has unveiled Live Addressable +, a new addressable advertising offering, at the ITV Palooza event. This innovation brings targeted advertising options to ITV’s live linear broadcast channels for the first time. Advertisers can access thousands of targeting options, reaching viewers based on various criteria like life stage, income, location, and more.

Live Addressable +, exclusively available through Planet V, leverages ITV’s existing addressable capabilities across channels like ITV1, ITV2, ITV3, ITV4, and ITV Quiz. By extending addressable targeting to live broadcast channels, campaigns become significantly more impactful, tripling the amount of ITV viewing available for addressable advertising compared to early 2025.

Ben Allen, ITV’s Director of Commercial Strategy and Trading, highlighted the significance of this launch, stating that Live Addressable + will provide advertisers with extended reach and the ability to target a broader audience through live TV. This new offering will be accessible through Planet V, ITV’s self-serve advertising platform.

In addition to this, ITV has forged a partnership with TikTok Pulse Premiere, enabling brand advertising opportunities alongside popular ITV content on the TikTok platform. Advertisers can showcase their ads alongside shows like ‘I’m a Celebrity… Get Me Out of Here!’, ‘Love Island All Stars’, ‘6 Nations Rugby’, and ‘Britain’s Got Talent’ starting in early 2026.

TikTok Pulse Premiere allows brands to place ads directly next to ITV content on TikTok’s ‘For You’ page, ensuring contextual relevance and expanding their reach to a large, engaged audience. ITV will manage the advertising sales through BE Studio’s social and digital team, offering brands impactful ways to connect with audiences and align with iconic cultural moments.

Bhavit Chandrani, Director of BE Studio at ITV, expressed excitement about this partnership, emphasizing the value it brings to brands by leveraging ITV’s quality and brand-safe content to drive active attention and create associations with cultural milestones. Kris Boger, General Manager at TikTok UK, Ireland BeNeLux, Global Business Solutions, also shared enthusiasm for the collaboration, highlighting the opportunity for advertisers to engage with audiences through the UK’s most beloved shows on TikTok Pulse Premiere.

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