Channel 4 is offering brands the most comprehensive data-matching service in UK broadcasting, through a new partnership with the customer loyalty programme from Tesco.
Building on its now-established data-matching partnership with Nectar, and, a recently-announced tie-up with Boots Advantage Card, Channel 4 will shortly offer advertisers indirect access to customer insights from Tesco’s Clubcard.
Totalling more than 55 million customer loyalty accounts – the combined Channel 4 offer provides advertisers with the ability to highly target campaigns.
Using a secure data room which can only be accessed by Channel 4, the partnerships will allow it to compare its 29 million registered Channel 4 users against anonymised data from the millions of users across the three retailer loyalty schemes.
The innovation means customers with the three retailers are served tailored ads on Channel 4’s streaming platform that reflect their purchasing habits. For example, a brand interested in sustainability could target vegans or eco conscious customers across the three retailers.
Channel 4 was the first broadcaster to offer advertisers the opportunity to buy against shopper segments in this way when it ran its first retail campaigns working with Nectar in November 2022. The move comes as part of Channel 4’s strategy to offer advertisers increased effectiveness in their campaigns.
David Amodio, Deputy Head of Commercial Innovation & 4Studio, Channel 4, said: “Innovations such as this underline why Channel 4 is the best partner to do business with. Looking ahead, brands can expect our 4Sales innovation team to devise more ways to deepen insight and targeting. We’re excited to partner with three of the UK’s largest retailers to offer advertisers access to the largest customer data set available in the broadcast space.”
Ciara Schmidt, Media Strategy & Partnerships Manager at dunnhumby, added: “This exciting new partnership with Channel 4 further strengthens our offering via the Tesco Media & Insights Platform to help brands sharpen their media plans through our zero-wastage approach. By targeting the right customer where they are spending their time with our demographic, behavioural and predictive audiences powered by rich Tesco Clubcard data, and measuring the sales outcome of the campaign, brands can really understand the effectiveness of their media activities.”
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Tristan O’Carroll at email@example.com
About Channel 4
Channel 4 exists to create change through entertainment. Publicly owned yet commercially funded, Channel 4 generates significant and sustainable cultural, economic and social impact across the UK – at no cost to the taxpayer.
The broadcaster’s distinctive remit is set by Parliament, and it has a role to represent unheard voices, challenge with purpose and reinvent entertainment. For over 40 years, it has been a British success story, engaging generation after generation of young people.
Through a unique publisher-broadcaster model, Channel 4 commissions its content from the UK independent production sector. Working with around 300 creative companies every year, Channel 4 makes a major contribution to the local, regional and national economy, creating and supporting thousands of jobs and businesses across the country.
In 2020, Channel 4 launched its Future4 strategy to become a digital-first public service media company and to continue to deliver significant impact for UK audiences and investment into the UK creative economy.
Across its bases in London, Leeds, Manchester, Bristol and Glasgow, Channel 4 is turbocharging its efforts to find, nurture and develop talent across the UK. Through its training and development initiative 4Skills, Channel 4 is opening up opportunities in broadcasting, with a particular focus on disadvantaged young people, and addressing skills gaps across the Nations and Regions.
Channel 4 has the UK’s biggest free streaming service plus 11 television channels including: Channel 4, E4, E4 Extra, More4, Film4, 4Seven and The Box Plus Network. Through Film4 Productions, Channel 4 also invests in British filmmakers to huge critical acclaim, producing 37 Oscar wins and 88 BAFTA wins in its history.