Why use TV?
TV delivers consistent widespread reach, yet is overlooked by the start-up ecosystem
0 hours
of broadcaster TV is watched
by the average UK adult per day
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of UK adults watch
broadcaster TV each month
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of video adverts are viewed in
the UK are on broadcaster TV
TV and the start-up ecosystem
We understand that at an early stage, there are considerable barriers to entry to TV marketing.
Media-for-equity reduces these barriers to entry and allows start-ups to use channels which they don’t have the cash resources for. Start-ups can benefit from reaching millions with adverts that resonate in a more emotionally engaging and trusted medium than digital channels.
Our investment can materially increase your marketing budget, and works on complementary parts of the marketing journey
Digital budgets seldom maximize reach. C4 reaches around 50 million people a month
Data shows investing in premium marketing channels changes how consumers behave towards brands. TV ads are the most trusted advertising format, with high attention levels, high completion levels, and strong quality signals due to their premium placement. All this convinces viewers that your brand is credible (1)
TV is highly complementary to digital activities. Greater awareness can mean your digital KPIs can dramatically improve e.g. reducing investment in digital branded search or digital CPA. Research shows it can boost overall effectiveness by up to 54% (2)
TV – the most overlooked marketing channel in the start-up ecosystem
Television advertising is the most engaging media form in the UK
The impacts of TV marketing
TV can have many effects on your business – here are some examples:
Increase the number of people who know about your business, driving traffic, responses, interactions, behaviour and ultimately revenue. Awareness at scale also changes how existing users might respond to your brand
With meaningful investment into awareness channels, your performance channels will work more efficiently. All your other marketing (e.g. digital, outdoor) is likely to target people who already know about your brand, potentially changing their behaviour towards it
We often see successful companies dependent on a single, non-scalable channel. TV can reduce dependence on such channels, breathing life into new kinds of potential customers, igniting further digital channels and marketing strategies
Greater visibility means more business partnerships, deals and opportunities, as the brand is seen in the biggest channels
The Simpsons
First Dates
It's a Sin
Get seen with the UK’s biggest shows
Frequently asked
We get it – exchanging equity for TV advertising isn’t the norm. Here are the top questions we get asked by start-ups:
With its widestream reach into 50m homes monthly and a long standing reputation for innovation, Channel 4 is a great choice for many early stage businesses. Channel 4 exists to create change through entertainment and has a long track record of engaging generation after generation of young people.
Channel 4 Ventures is part of Channel 4, the UK public service broadcaster. Channel 4 is a unique organisation that does not have shareholders and whose purpose is to create change through entertainment.
Channel 4 exists to create change through entertainment. Publicly owned, but commercially funded, Channel 4 generates significant and sustainable cultural, economic, and social impact across the UK.
Most start-ups focus on a small number of digital marketing channels, and performance marketing strategies. This may be because of limited cash resources or a lack of confidence on the use of brand marketing channels.
We also believe that the start-up ecosystem regularly overlooks the role of brand equity development generally. We are seeking to support companies on the first steps on that journey.
TV remains the most powerful media form in the UK in terms of reach, scale, and value, and as a result, we see many types of impact on the businesses that use it as a brand building channel. This can include increased revenue, improved profitability plus additional ‘halo’ impacts. For more information, see the ‘About TV’ page.
We like to back consumer brands which have the potential to create significant shareholder value. Our investment remit is therefore broad – we back both UK and international companies, from seed to pre-IPO stages. We are flexible and pragmatic if there is a commercial opportunity.
Yes, largely! We have some guidelines in place to balance the audiences Channel 4 has and the timelines within which companies wish to deploy the media, but aside from these, the media can be deployed on Channel 4 advertising as desired. These guidelines also apply to all advertisers who purchase with cash.
Broad geographical targeting (6 regions: London, South, Midlands, North, Scotland, and Northern Ireland) is possible on Channel 4 itself. More specific targeting (based on location, interest, demographics, or first/third party data) is possible via Channel 4 Streaming.
