ITV Launches Addressable Targeting on Linear TV and TikTok Ads Partnership – VideoWeek

Dan Meier 12 November, 2025 
ITV has launched a new addressable advertising product designed to bring addressable targeting capabilities to ITV’s live linear broadcast channels for the first time, the UK broadcaster announced at its ITV Palooza commercial event. The ‘Live Addressable +’ product provides “thousands of addressable targeting options” for linear TV, covering ITV1, ITV2, ITV3, ITV4 and ITV Quiz.
Live Addressable + is exclusively bookable via Planet V, ITV’s self-serve ad buying tool, making the broadcaster’s full suite of existing addressable capabilities available across ITV’s live inventory. The targeting options include life stage, income bracket, location, auto purchase and shopping preferences, the company said in the announcement.
These targeting segments are built on ITV’s retail partnerships, matching the broadcaster’s first-party audience with data from Carwow or Tesco Clubcard. These data sets are combined in Retail Match, ITV’s retail media product developed for privacy-safe audience matching.
The company said the new product means the amount of ITV viewing available as addressable advertising has tripled since the start of 2025. Using Live Addressable +, advertisers can integrate “highly targeted campaigns across both VOD and live TV viewing”,  according to the broadcaster.
“Since launching Planet V we’ve given brands the opportunity to define and target the audiences that are important to them through the power of TV advertising on VOD, and we’re thrilled to be bringing this opportunity to our most powerful live TV content with Live Addressable +,” said Ben Allen, Director of Commercial Strategy and Trading at ITV. “For advertisers that means both extended reach and targeting of a whole different audience as we bring addressable capabilities into live TV.”
 
From linear to short-form
While its live broadcast channels remain core to ITV’s viewing, the company is also meeting non-linear viewers on other video platforms. Last year the company launched its own digital label called Zoo 55, to expand distribution across social and digital channels, and signed a new partnership with YouTube in December to bring ITV shows to the video platform. The broadcaster has also forged previous partnerships with Twitter, Snapchat and TikTok, and in January launched Good Morning Britain as a social media strand on the short-form video app.
Now the company is looking to expand advertising opportunities on TikTok, announcing this week a new partnership with TikTok Pulse Premiere, a product that places ads directly next to content from premium publishers’ content on the platform. The offering enables brands to appear alongside “some of ITV’s most iconic and popular content on the platform”, according to the broadcaster, including I’m a Celebrity, Love Island All Stars, Six Nations Rugby and Britain’s Got Talent.
TikTok Pulse Premiere allows advertisers to place their ads directly next to this content on TikTok’s “For You” page. The partnership lets brands buy advertising around content for a specific show directly from ITV handles, instead of by genre. ITV said this ensures contextual relevance for brands, while extending reach across the shows’ fans on TikTok. ITV will sell the ads through the social and digital team at BE Studio, the broadcaster’s creative studio.
“We’re delighted to deepen our partnership with ITV and bring their beloved programming to TikTok Pulse Premiere,” said Kris Boger, General Manager, TikTok UK, Ireland & BeNeLux, Global Business Solutions. “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.”
Possibly pre-empting concerns ITV advertisers might have around brand safety on the social video platform, the broadcaster said its TikTok channels “offer advertisers a premium, predictable and brand safe environment.” According to the announcement, the video that follows a Pulse Premiere ad placement is evaluated by the TikTok Inventory Filter using the Standard Tier, which excludes floor content and high-risk content, meaning (at least in theory) that the ad will not appear adjacent to nefarious videos.
“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 and impactful ways to connect with our audiences,” said Bhavit Chandrani, Director of BE Studio from ITV. “This partnership will be valuable for brands to make the most of ITV’s quality and brand safe content, driving active attention and building associations with iconic cultural moments.”
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