BBC Studios, ITV and Channel 4 join TikTok’s Pulse Premiere Programme

Category: Brands
TikTok Pulse Premiere comes to UK with Sky Sports

TikTok has today announced that BBC Studios, ITV and Channel 4 have signed up to its ‘Pulse Premiere’ programme – an advertising solution that gives brands the control to place their ads directly after premium publisher content on TikTok’s For You feed.

Whether it’s hit reality series from ITV, such as Love Island or I’m A Celeb; Paralympics content from Channel 4; or BBC Studios’ Doctor Who and Top Gear, Pulse Premiere gives advertisers control to place their ads next to the content most relevant and suitable for their brand. For BBC, ITV and Channel 4, this solution provides another opportunity to monetise content on TikTok directly through a revenue-sharing model with like-minded brands.

Research by TikTok shows how Pulse Premiere is delivering commercial success for publishers and advertisers. Compared to other video platforms, TikTok Pulse delivers higher unaided recall, higher purchase intent and longer view time from potential consumers. Pulse ads watched for more than 75% of the total ad time drive 8% higher unaided ad recall, while Pulse ads watched for a quarter of the time drive 4% higher purchase intent than a video-on-demand forced view where 100% of the ad was watched.

TikTok is designed to provide joy and entertainment to users, while giving brands the creative tools to be discovered and build deeper connections with the communities around them. With Pulse Premiere, advertisers will now have even greater control and the opportunity to tap into the cultural moments – be it sport or entertainment – that’s most relevant to their audience, supercharging their brand exposure.

– Kris Boger, UK GM, Global Business Solutions, TikTok

Pulse Premiere first launched in the UK in December 2023, with publishers Sky Sports, Buzzfeed, Condé Nast, DAZN and Hearst Magazines signing up.

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