Channel 4 strikes historic advertising partnership with Paramount

Channel 4 has entered into a long-term commercial partnership with Paramount to become the exclusive advertising sales partner for the Channel 5 portfolio in the UK. Starting in 2027, Channel 4 Sales will manage airtime sales for Channel 5’s TV and streaming channels, including 5, Milkshake!, 5USA, 5Star, 5Select, and 5Action.

The agreement also extends to Paramount’s UK networks, such as MTV, Comedy Central, and Nickelodeon. This collaboration marks the first time that advertising sales for these two public service broadcasters will be managed under one roof, offering advertisers a combined portfolio to reach diverse audiences, including children and the 16-34 demographic.

This strategic move comes as Channel 4 faces internal restructuring, having recently announced the reduction of 340 positions. Given that advertising accounts for approximately 90% of Channel 4’s £1 billion revenue, the deal is viewed as a vital step for the broadcaster’s long-term commercial sustainability.