ITV and Twitter have confirmed a new multi-year UK content partnership to optimise the commercial broadcaster’s output to the social media platform, as well working on new bespoke content activations.
The partnership will bring more than 1,200 real-time highlight clips from one of Europe’s largest content providers to Twitter.
While the deal also covers ITV’s entertainment output, the broadcaster’s sports coverage, including the Qatar 2022 World Cup, will also be amplified on Twitter.
Over the next two years, ITV said the Twitter deal will also cover its 2023 Rugby World Cup and FA Cup content.
Twitter will carry real-time highlights during matches and clips from ITV’s coverage throughout those tournaments.
Through Twitter Amplify, which allows advertisers to align their ads with premium video content, sponsors will be able to harness and leverage ITV’s extensive content offering whilst utilising Twitter’s targeting tools.
In addition, the Twitter Next team will produce a selection of activations across ITV’s schedule over the course of the partnership