The partnership covers all existing and future Sky products and allows ITV to launch addressable advertising on Sky platform across both video on demand (VoD) and linear viewing.

ITV and Channel 4 are also using CFlight, the Sky-developed television measurement tool to provide advertisers with an understanding of a campaign’s reach and frequency across all three television companies.

The new agreement between ITV and Sky will also see the ITV Hub app launched on Sky Q in 2022, which will allow Sky viewers access to all of ITV’s available programmes within the ITV Hub.

Advertisers will also have greater opportunities to use ITV’s programmatic addressable advertising platform Planet V, which allows advertisers and agencies control over planning, purchasing and reporting of campaigns on ITV Hub, using both their own and ITV’s first-party data.

Carolyn McCall, chief executive of ITV, said: “This exciting new commercial partnership brings many advantages for our advertisers and delivers on our objective of building a scale advertising VoD proposition across the UK market and ensures ITV’s ability to deliver addressable advertising at scale on ITV Hub with Planet V.

“For ITV’s viewers, the partnership ensures that they have easy and widespread access to our breadth of programmes, ensuring that they can view ITV’s content in the most convenient and appropriate way to them.”

Stephen van Rooyen, executive vice-president and chief executive, UK and Europe at Sky, said: “ITV have been a longstanding partner to Sky and we are pleased to be deepening and extending our relationship.”