ITV: AMI & ITV Backing Business Fund
Company Profiles
The Alliance of Media Independents (AMI) and ITV launched a multi-million-pound commercial partnership in September 2025 - the AMI & ITV Backing Business Fund. The fund is exclusively for AMI member agencies and their new or lapsed brands that wish to advertise on TV, making TV advertising more accessible for all. Member agencies will be able to access an exclusive ring fenced fund to support new and returning brands to advertise on TV underpinned by a package of creative, data and outcomes support.
Deal Partner Information
1. Market-leading pricing and flexibility for new and returning brands to TV
2. Activation credits to redeem against a range of outcomes, data and creative products
3. Exclusive £5m ringfenced fund
PLUS 3 new features added to supercharge growth from Summer 2026:
1. New and improved measurement solutions for new / returning brands
2. Greater flexibility for performance brands for new / returning brands
3. Early access window to Live Addressable+ for all clients
Please use the code AMI+ITVdealHouse26! to view the video in the listing.
AMI & ITV Backing Business Fund supports new and returning brands for AMI member agencies through:
1. Better pricing:
– ITV will double the client’s gross (not net) media investment with ITV value – so every £1 the brand puts in becomes £2 through half price advertising
2. More flexible criteria:
– Lapsed brands count as 18 months (not 2 years)
– AV exclusivity to ITV for 6 (not 12) months
3. Meeting existing other qualifying criteria:
– Matched funding for first burst of activity (typically up to 3 months)
– All time (not DRTV)
– Mutually agreed campaign KPIs
– Client-backed case study (results within 6 weeks of end of campaign)
– Demonstrates scalable investment
– Across spot, VOD and pause ads
4. Supporting brands further through being endorsed by ITV at no extra cost:
– Backing Business logo on end frame at no extra cost to show ITV’s endorsement of the brand