Comcast’s Universal Ads Launches in the UK with Channel 4, ITV and Sky

New self-service platform aims to make premium TV advertising more accessible for SMEs

Comcast’s Universal Ads has officially launched in the UK in partnership with Channel 4, ITV and Sky, giving small and medium-sized businesses the opportunity to buy premium TV advertising across all three broadcasters through a single self-service platform for the first time.

The launch, which was first announced at Cannes Lions 2025, marks a significant milestone for both the UK advertising industry and Universal Ads’ ongoing international expansion.

From today, SMEs can create, buy and measure advertising campaigns across ITV Media, Sky Media and Channel 4 Sales from one interface, simplifying the process of reaching millions of UK viewers while making premium television advertising more accessible to businesses that may previously have considered TV out of reach.

Designed to make buying TV advertising “as simple as social“, the Universal Ads platform enables advertisers to launch campaigns in minutes by selecting a budget, targeting their desired audience, uploading creative assets and going live. While offering the ease and familiarity of social media advertising, the platform combines broadcaster-quality brand safety with the scale, effectiveness and long-term brand-building power of television.

David Shaw, Head of Global Expansion at Universal Ads, said: “This milestone represents the next phase of Universal Ads as we expand onto the global stage. Together with Channel 4, ITV and Sky, we’ve built a platform that changes how TV advertising works in the UK today, bringing an experience that feels as simple as social, while preserving everything that makes broadcaster TV trusted, effective and impactful.“

Rak Patel, Chief Commercial Officer at Channel 4, added: “Lowering the barriers to premium media can be a gamechanger for smaller brands. Greater collaboration across broadcasters can simplify TV buys for advertisers, attract new categories and brands into TV, and help ensure premium TV remains innovative and competitive alongside global social and digital platforms.“

Kelly Williams, Managing Director, Commercial at ITV, commented: “This initiative proves that trusted, premium TV environments deliver real value for small-to-medium advertisers. Driving this kind of innovation is a major step forward. It allows broadcasters to make TV advertising more accessible, effective and future-proofed for the entire industry.“

Karen Eccles, Managing Director of Sky Media, said: “Through Universal Ads, we are breaking down traditional barriers and making it easier than ever for a whole new wave of brands to harness the power of TV. This partnership is an opportunity to show that the quality and impact of broadcast TV is now truly accessible to everyone.“

Universal Ads has been available in the US for more than a year, where it has demonstrated how broadcasters can work collectively to modernise access to television advertising while maintaining the quality and effectiveness associated with premium TV.

Built on an API-first infrastructure, the platform is aimed at growth-focused brands, including digital-native and direct-to-consumer businesses looking to scale beyond social media advertising. While making TV more accessible to new advertisers, Universal Ads also retains the advanced targeting capabilities and performance tools expected by larger advertisers and agencies.

The UK launch follows a year of close collaboration between Comcast and its broadcast partners, with product, operations and commercial teams from Universal Ads, Sky, Channel 4 and ITV working together to test, refine and develop a market-ready platform designed to meet the evolving needs of UK advertisers.

The launch represents a major step forward in television advertising, providing SMEs with a streamlined, self-service route into premium TV and opening up new opportunities for brands looking to grow through broadcaster advertising.