Our investments put brands in front of 50m UK consumers
We give consumer brands a TV advertising budget in exchange for equity, offering access to marketing channels that reach millions of people in the UK daily. In doing so, we increase marketing resources for companies we invest in, supporting the UK consumer economy.
Airtasker
Millions of potential customers
With our media-for-equity model, we put start-up brands centre stage
No better alternative
There’s nothing like TV for building rapid, nationwide reach to consumers
Brands we've backed
Discover the brands we've put in front of millions of people
Airtasker - a local services marketplace enabling users to outsource everyday tasks.
Airtasker - a local services marketplace enabling users to outsource everyday tasks.
Cannaray-European CBD and medical cannabis products through retail and direct-to-consumer.
Cannaray-European CBD and medical cannabis products through retail and direct-to-consumer.
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COAT is a climate positive, luxury paint company aiming to improve and simplify the home decoration market.
COAT is a climate positive, luxury paint company aiming to improve and simplify the home decoration market.
Oddbox reduces food waste by rescuing wonky fruit and vegetables that are "too big" or "too small," and delivering them directly to consumers.
Oddbox reduces food waste by rescuing wonky fruit and vegetables that are "too big" or "too small," and delivering them directly to consumers.
What3Words -Identify a precise 3m x 3m location anywhere in the world in just 3 words.
What3Words -Identify a precise 3m x 3m location anywhere in the world in just 3 words.
Pinterest is a visual discovery platform and personal productivity tool.
Pinterest is a visual discovery platform and personal productivity tool.
Airtasker - a local services marketplace enabling users to outsource everyday tasks.
Airtasker - a local services marketplace enabling users to outsource everyday tasks.
Cannaray-European CBD and medical cannabis products through retail and direct-to-consumer.
Cannaray-European CBD and medical cannabis products through retail and direct-to-consumer.
COAT is a climate positive, luxury paint company aiming to improve and simplify the home decoration market.
COAT is a climate positive, luxury paint company aiming to improve and simplify the home decoration market.
Oddbox reduces food waste by rescuing wonky fruit and vegetables that are "too big" or "too small," and delivering them directly to consumers.
Oddbox reduces food waste by rescuing wonky fruit and vegetables that are "too big" or "too small," and delivering them directly to consumers.
What3Words -Identify a precise 3m x 3m location anywhere in the world in just 3 words.
What3Words -Identify a precise 3m x 3m location anywhere in the world in just 3 words.
Pinterest is a visual discovery platform and personal productivity tool.
Pinterest is a visual discovery platform and personal productivity tool.
Channel 4 News
Gogglebox
The Great British Bake Off
Giving start-ups access to the most trusted advertising medium
Traditionally only for established brands and out of reach of early-stage companies, TV remains the most influential and trusted media form in the UK, providing unmatched reach, emotional connection, and trust.
TV is the most trusted media. Data from the Advertising Association showed trust in advertising is rising, with TV the joint most trusted advertising medium. TV is held to the highest standards, both shows and advertising subject to stringent regulation. This trust rubs off: the largest and most established brands all advertise on TV.
0%
of UK adults watch Channel 4 every month
0 hours
of broadcaster TV is watched per person per day on average
Frequently asked
We get it – exchanging equity for TV advertising isn’t the norm. Here are the top questions we get asked by start-ups:
With its widestream reach into 50m homes monthly and a long standing reputation for innovation, Channel 4 is a great choice for many early stage businesses. Channel 4 exists to create change through entertainment and has a long track record of engaging generation after generation of young people.
Channel 4 Ventures is part of Channel 4, the UK public service broadcaster. Channel 4 is a unique organisation that does not have shareholders and whose purpose is to create change through entertainment.
Channel 4 exists to create change through entertainment. Publicly owned, but commercially funded, Channel 4 generates significant and sustainable cultural, economic, and social impact across the UK.
Most start-ups focus on a small number of digital marketing channels, and performance marketing strategies. This may be because of limited cash resources or a lack of confidence on the use of brand marketing channels.
We also believe that the start-up ecosystem regularly overlooks the role of brand equity development generally. We are seeking to support companies on the first steps on that journey.
TV remains the most powerful media form in the UK in terms of reach, scale, and value, and as a result, we see many types of impact on the businesses that use it as a brand building channel. This can include increased revenue, improved profitability plus additional ‘halo’ impacts. For more information, see the ‘About TV’ page.
We like to back consumer brands which have the potential to create significant shareholder value. Our investment remit is therefore broad – we back both UK and international companies, from seed to pre-IPO stages. We are flexible and pragmatic if there is a commercial opportunity.
Yes, largely! We have some guidelines in place to balance the audiences Channel 4 has and the timelines within which companies wish to deploy the media, but aside from these, the media can be deployed on Channel 4 advertising as desired. These guidelines also apply to all advertisers who purchase with cash.
Broad geographical targeting (6 regions: London, South, Midlands, North, Scotland, and Northern Ireland) is possible on Channel 4 itself. More specific targeting (based on location, interest, demographics, or first/third party data) is possible via Channel 4 Streaming.
