ITV, Twitter announce content partnership

UK pubcaster ITV has announced a multi-year content partnership with Twitter.

The deal will bring over 1,200 real-time highlights from Twitter, including from hit shows like Love Island and I’m a Celebrity… Get Me Out of Here!

The deal will also encompass sports highlights from rights held by ITV including the upcoming FIFA World Cup, the Rugby World Cup and Emirates FA Cup.

The partnership comes as part of the Twitter Amplify initiative which allows advertisers to align their ads with premium video content. As a result, sponsors will be able to harness and leverage ITV’s extensive content offering whilst utilising Twitter’s targeting tools.

Theo Luke, Senior Director, Global Content Partnerships at Twitter, said: “Both Twitter and ITV are at the heart of so many conversations across the UK, so being able to bring the biggest cultural and sporting moments to users on an even greater scale is incredibly exciting.

“Since the start of our partnership with ITV back in 2018, we’ve been incredibly impressed by the creativity of their editorial unit alongside the commercial aptitude and collaboration of their sales teams. Through Twitter Amplify and the addition of Twitter Next activations to this partnership, advertisers will have even more opportunities to engage with the very best of ITV’s programming in even more impactful ways.”

Pathman Ruthirapathy, digital partnerships controller at ITV, said: “We’re really excited about continuing ITV’s long-standing partnership with Twitter. The Twitter Amplify product will be available on some of the nation’s most loved and talked about shows including the FIFA World Cup, Love Island and I’m A Celeb.

“Over the years Twitter has been a powerful tool in driving conversations and engaging fans around some of our favourite TV moments. This is a fantastic opportunity for advertisers to reach new audiences and extend their relationship with ITV’s content.”