How to advertise on Channel 4 streaming: costs and formats

What to take away

Channel 4 streaming, formerly All 4, sells UK on-demand ads through Channel 4 Sales.
Planning CPMs for UK broadcaster VOD are often £15 to £30 for pre-roll, £20 to £40 for mid-roll, and £25 to £50 for pause ads.
Sponsorship often prices at £30 to £70 CPM or a fixed fee.
Formats include pre-roll, mid-roll, pause ads, sponsorship and programmatic. Each has different availability.
Compare quotes from ITVX, Sky AdSmart, Netflix and Amazon Prime Video Ads. Confirm all fees in writing.

How Channel 4 streaming advertising works in the UK

Channel 4 is a UK public service broadcaster. Its streaming service carries on-demand inventory alongside linear channels. The service was previously branded All 4. Advertisers buy through Channel 4 Sales or approved media partners, not a self-serve dashboard. The process starts with a brief and an availability request.

The platform competes for UK connected-TV budgets with ITVX, Sky AdSmart and subscription video on demand services. Each sales house sets its own minimums, targeting and reporting. To compare booking routes, read how to advertise on ITVX before you brief both sales houses.

What Channel 4 streaming ads cost

Channel 4 does not publish a public rate card for streaming. Quotes reflect audience, time of year, volume and formats. Broad demographic targeting is usually cheaper than narrow, data-led targeting.

Channel 4 streaming planning CPMs

Pre-roll£15
Mid-roll£20
Pause ads£25
Sponsorship£30

Publicly reported planning benchmarks put pre-roll CPMs at £15 to £30. Mid-roll often sits at £20 to £40, pause ads at £25 to £50, and sponsorship at £30 to £70 CPM or a fixed fee. Direct minimums are often reported between £5,000 and £20,000; agency reports put the starting threshold at £5,000.

A worked example: 1,000,000 impressions at a £20 CPM is £20,000 in media; at a £30 CPM, it is £30,000. Peak evening inventory carries a premium. Programmatic routes may add data, ad-serving and verification costs.

Formats and buying routes compared

Use this table to frame questions for Channel 4 Sales.

Channel 4 streaming formats compared

Pre-roll

Where it appears: Before on-demand video
Buying route: Direct or programmatic
Planning CPM: £15 to £30
Main cost driver: Volume and targeting

Mid-roll

Where it appears: During longer shows
Buying route: Direct
Planning CPM: £20 to £40
Main cost driver: Break position and audience

Pause ad

Where it appears: When viewer pauses
Buying route: Direct or partner
Planning CPM: £25 to £50
Main cost driver: Format exclusivity and reach

Sponsorship

Where it appears: Around programme brands
Buying route: Direct
Planning CPM: £30 to £70 or fixed fee
Main cost driver: Programme profile and idents

Where it appears

Pre-roll: Before on-demand video
Mid-roll: During longer shows
Pause ad: When viewer pauses playback
Sponsorship: Around programme brands
Programmatic: Across streaming inventory

Common buying route

Pre-roll: Direct or programmatic
Mid-roll: Direct
Pause ad: Direct or partner
Sponsorship: Direct
Programmatic: Platform or DSP

Planning CPM

Pre-roll: £15 to £30
Mid-roll: £20 to £40
Pause ad: £25 to £50
Sponsorship: £30 to £70 or fixed fee
Programmatic: £10 to £25 plus fees

Main cost driver

Pre-roll: Volume and targeting
Mid-roll: Break position and audience
Pause ad: Format exclusivity and reach
Sponsorship: Programme profile and idents
Programmatic: Data, verification and floor price

A pause ad can be less intrusive than a mid-roll, but it may have limited availability. Ask which formats are available for your dates.

On a like-for-like on-demand basis, Channel 4 and ITVX both sell CPMs, while Sky AdSmart is usually a fixed campaign from about £3,000. Ask each sales house for a CPM on the same audience and dates.

Providers and tools to compare

Provider or tool	What it does	Public cost or limit fact
Channel 4 Sales	Sells Channel 4 streaming inventory	Minimums set per campaign
ITVX	Rival UK broadcaster VOD	Self-serve route has a reported £500 minimum
Sky AdSmart	Targeted TV ads on Sky	Campaigns often reported from £3,000
Netflix	UK ad tier	CPMs reported £30 to £50; minimums often £10,000 or more
Amazon Prime Video Ads	UK CTV ads	Launched 2024; CPMs reported £25 to £40
Google Display & Video 360	DSP for programmatic CTV	Platform fee plus data and verification costs
BARB	UK TV audience measurement	Data underpins broadcaster VOD reporting

How to plan a Channel 4 streaming campaign: five steps

Write a brief with audience, objective, budget range and dates.
Ask Channel 4 Sales or your agency for availability and minimum spend.
Request a breakdown for media, production, ad serving and measurement.
Confirm how you will verify delivery, viewability and completion rates.
Run a controlled test, then review cost per completed view before scaling.

A controlled test helps you compare quotes on a like-for-like basis. Ask each seller to report the same metrics over the same dates.

Five steps to plan a campaign

Write brief with audience, objective, budget, dates
Ask Channel 4 Sales for availability and minimum spend
Request breakdown for media, production, ad serving, measurement
Confirm delivery, viewability and completion verification
Run controlled test, review cost per completed view

Budgeting a Channel 4 streaming campaign

Build your budget from the insertion order, not a guessed CPM. Media cost is one line. Production, ad serving, verification and data fees are separate lines.

Review your pounds against inflation and price indices from the Office for National Statistics.

If your budget is tight, ask for a smaller format mix or a shorter flight.

For a second price reference point, compare what Netflix advertising costs UK brands. Use both quotes to set your ceiling.

Creative and data rules for Channel 4 streaming ads

Streaming ads must meet the UK advertising codes enforced by the Advertising Standards Authority. Ask Channel 4 Sales for its copy clearance and data-matching requirements.

If you use audience data, check your lawful basis and consent position under UK data protection law. The ICO publishes guidance on direct marketing and electronic communications.

Keep a record of the data you pass to the platform and any partner. Name the purpose, retention period and responsible person.

Common questions

What is the minimum spend for Channel 4 streaming advertising?

Channel 4 does not publish a universal minimum. Channel 4 Sales sets thresholds by campaign, format and route.

Are All 4 advertising costs the same as Channel 4 streaming costs?

All 4 was the previous name for the same service. The inventory is now sold as Channel 4 streaming. Legacy documents may use the All 4 name.

Can I buy Channel 4 streaming ads programmatically?

Yes, subject to inventory and data terms. Programmatic buying may add platform, verification and data fees. Compare the total cost with a direct quote.

How should I measure whether the campaign worked?

Agree metrics before launch. Cost per completed view, viewability and brand-lift studies are common choices. The right mix depends on your objective.