What A TV Merger Between Sky & ITV Means For Advertisers

ITV and Sky are having talks about joining forces. If it happens, we’re looking at one enormous broadcaster controlling around 70% of UK TV ad revenues. For advertisers and media buyers, that kind of consolidation doesn’t just shake up the industry, it can completely change the game. Prices creep up. Service can slow down. Negotiation power takes a nosedive.

But here’s the thing. If the UK’s biggest broadcasters decide to get cosy, there are still plenty of ways to circumvent the possible drawbacks of the merger.

For brands, this isn’t just about media, it’s a wake-up call to rethink how you make video work for your audience, not just where you place it.

Here’s how a video-first, creative-led approach can help you stay ahead:

1. Partner Up, Don’t Just Pay Up

Rising costs and slowing service mean you can’t just throw money at a big broadcaster and hope for results. Work directly with publishers, creators, talent, or even clubs. Build branded content that’s designed to land, not just fill a slot. This gives you flexibility, authenticity, and a chance to do more with your creative ideas.

The right creative and production partner (hello!) can help you stretch every pound while keeping your videos engaging and memorable.

2. Make Creative That Cuts Through

If you can’t rely on linear TV for mass reach, your creative has to work harder. That means sharper storytelling, bolder ideas, and formats that stop people mid-scroll or mid-swipe.

Repurposing some of your media budget to boost creative quality delivers more impact per view. System 1 research shows emotional, attention-grabbing work outperforms dull, “safe” content every time. Check out ‘Dull Costs More’.

3. Don’t Cling to Traditional TV

Smaller broadcasters like UKTV, STV Player, or Pluto TV are hungry for content and often more flexible than the giants.

Global streamers with ad tiers, Netflix, Disney+, Prime Video, can also reach premium audiences with precision. Think beyond the familiar: agility and audience-first thinking can make smaller buys punch above their weight.

4. Explore Nimble Video Channels

CTV platforms, programmatic TV, digital video networks, and emerging connected platforms give you the reach of TV with the flexibility of digital. You can test, tweak, and scale your campaigns faster than ever.

5. Look Beyond the Big Screen

YouTube, TikTok, Reels, Snap, Amazon, and Twitch aren’t just “nice-to-haves”; they're where attention actually lives.

Add podcasts, digital audio, or DOOH to build brand presence at scale without paying a premium for linear TV.

6. Keep Your Data and Your Power

Control over your first-party data, independent measurement, and avoiding closed ecosystems is essential.

Data is more than numbers, it’s leverage for smarter, creative-led campaigns that actually hit home.

The Bottom Line

If UK TV becomes one giant media blob, pivot your strategy toward creative and audience-first solutions. Keep a foothold in premium TV for scale, but lean into agile, bold, and smart video content that stands out.

The biggest advantage won’t come from where you buy airtime, it will come from how you create, connect, and resonate with your audience in a rapidly consolidating landscape. Authenticity matter, creative is scalable and it's worth your investment in a world where media buying is getting more costly.

Find out how an audience-obsessed, video-first agency can set your content ablaze!