ITV and Twitter have announced a new multi-year content partnership in the UK, that would bring the best of the broadcaster’s production to the platform, as well as new content activations.
With more than 41 million tweets about football in the UK since the start of 2022, fans on Twitter will be brought even closer to the game’s global showpiece through real-time highlights during matches and clips from ITV‘s coverage throughout the tournament as the countdown to the FIFA World Cup in Qatar continues.
Twitter users will be able to connect with key moments from ITV Sport’s programming, including the Rugby World Cup and the Emirates FA Cup, during the next two years.
Sponsors will be able to harness and benefit from ITV’s broad content offering while using Twitter’s targeting skills, thanks to Twitter Amplify, which allows advertisers to connect their advertising with premium video content.
The Twitter Next team will create a variety of activations across ITV’s schedule as part of the agreement. These campaigns build on the popularity of previous on-platform campaigns centered on some of the most popular series in the UK, such as Love Island Bingo and Casa Amor Predictions.
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.Theo Luke, Senior Director, Global Content Partnerships at Twitter
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 favorite TV moments. This is a fantastic opportunity for advertisers to reach new audiences and extend their relationship with ITV’s content.Pathman Ruthirapathy, Digital Partnerships Controller at ITV