Sky Media

UK's leading broadcast and addressable TV advertising sales house, with unmatched scale in household-level TV targeting via Sky AdSmart

Sky Media is the advertising sales division of Sky Group (owned by Comcast), responsible for monetising Sky's extensive portfolio of TV channels, digital platforms, and streaming services across the UK and Ireland. As one of the UK's largest broadcast advertising sales houses, Sky Media represents premium inventory spanning Sky Sports, Sky News, Sky Cinema, and numerous partner channels, giving advertisers access to millions of engaged households. Its flagship product, Sky AdSmart, is a pioneering addressable TV advertising solution that enables brands to serve different ads to different households watching the same programme, based on rich first-party and third-party data — a capability that has fundamentally shifted the UK TV advertising landscape. Sky Media has continued to innovate beyond traditional broadcast, expanding into connected TV (CTV), video-on-demand (VOD), and digital advertising formats. In early 2026, it launched an AI-powered creative toolkit aimed at SMEs, lowering the barrier to entry for smaller advertisers to produce broadcast-quality TV ads. Sky Media is also a key partner in a proposed joint premium video marketplace alongside ITV and Channel 4, which aims to create a unified, scaled addressable advertising platform for UK premium video — a significant industry initiative to compete with global digital platforms like Google and Meta. Positioned at the intersection of traditional broadcast and modern data-driven advertising, Sky Media serves a broad spectrum of advertisers from major national brands to local SMEs. Its combination of premium content environments, proprietary first-party data from Sky's subscriber base, and advanced targeting technology makes it a central player in the UK's evolving TV and video advertising ecosystem.