Channel 4 Sales to become Paramount’s UK ad sales partner
September 15, 2026

By Nik Roseveare



Channel 4 and Paramount have jointly announced that, from 2027, Channel 4 Sales will become the exclusive advertising sales partner for a portfolio of Paramount brands in the UK, including its public service network, 5.

The long-term commercial partnership – the first time that advertising for the two PSBs has come under one roof – will serve to create new opportunities for brands to reach larger audiences, while supporting both broadcasters’ continued investment in British content. Sky had previously been the ad sales partner for Paramount.


Under the terms of the deal, Channel 4 Sales will assume responsibility for airtime sales across 5’s portfolio of TV and streaming channels, the UK’s third largest commercial broadcast network, including 5, Milkshake!, 5USA, 5Star, 5Select and 5Action. In addition, Channel 4 Sales will also represent advertising for Paramount networks in the UK including MTV, Comedy Central and Nickelodeon.

5 is home to leading scripted titles such as All Creatures Great and Small, Ellis and The Hardacres, to factual titles fronted by the likes of Michael Palin, Ben Fogle, Richard Madeley and Philippa Gregory – and sport including NFL and the Tour de France. The fastest-growing PSB streamer in the UK for two consecutive years with 24m registered users, 5 reaches 96 per cent of UK homes and 28.5 million people across the UK each month. This content will now join Channel 4’s portfolio.

Priya Dogra, Chief Executive, Channel 4, commented: “This exciting partnership, which brings together ad sales for Channel 4 and 5 for the first time, creates a tremendous proposition for advertisers, rooted in the power of public service broadcasting. This groundbreaking collaboration will give advertisers seamless access to a unique portfolio of trusted, premium brands and even larger audiences. It will also generate new commercial opportunities for two distinctive commercial PSBs, helping support further investment in British programming.”

Reemah Sakaan, President, 5, said: “5 is on an incredible run, delivering must-watch hits that draw large, loyal audiences across every platform. Combine that momentum with Channel 4’s commercial strength, and advertisers get a scale and targeting proposition they won’t find anywhere else. This is a historic partnership between two British broadcasters and I am excited to work with Priya and the team at Channel 4 to create a unique market proposition, that puts audiences first and strengthens public service media in the UK for a digital future.”

Rak Patel, Chief Commercial Officer, Channel 4, stated: “Advertisers and agencies are increasingly seeking scale, simplicity and effectiveness from trusted media environments: this partnership with Paramount gives Channel 4 Sales’ partners access to an even broader range of premium content. We’re proud to partner with a broadcaster of this scale and quality, enhancing our reputation as the go-to, trusted sales partner for advertisers and media owners.”

Lee Sears, President, Paramount Advertising International, added: “Our number one priority is helping advertisers get closer to our vast and growing portfolio of premium content. In the UK, 5 has built a potent brand presence — pushing the boundaries of event television while delivering returning, year-round hits across linear and streaming. I have no doubt Channel 4 Sales understands this unique opportunity to bring a unified PSB commercial offer to market. We can’t wait for them to get started.”

Paramount Advertising International will exclusively handle advertising sales for Paramount’s direct to consumer brands in-house – including Paramount+ and Pluto TV. It will also continue to handle social alongside sponsorship and creative partnerships across the portfolio of Paramount brands in the UK.