The support scheme, SME100, is open to small- and medium-sized businesses with between two and 50 full-time staff, who have either not previously advertised on TV or haven’t done so for 12 months.

Businesses also must have been running for at least a year in the UK to qualify. They can nominate themselves for the scheme or be put forward by their customers.

Those who qualify will be gifted a campaign value of £10k in TV advertising using Sky’s addressable platform AdSmart. Local creative agencies will work with businesses to produce the 30-second ads in tandem with Shutterstock, which will provide free access to its stock images, video and music.

David Sanderson, director of AdSmart Local & Development at Sky Media, said: “We want to help our nation’s SMEs where possible by giving access to highly relevant audiences via AdSmart totally for free. We know that although there are economic slowdowns, people are still spending money and we want to help brands connect to these audiences. This initiative is about giving businesses confidence in advertising and their ability to succeed no matter the situation.”