Sky has partnered with Time UK to run its first campaign on Apple News.

The campaign, promoting Skys on-demand box sets, will appear in NME and Uncut stories on the Apple News app. Planned by Mediacom, the campaign promises to leverage all available iAd formats.

“We are delighted to be working with Sky as launch sponsors for our debut on Apple News,” said Mike Newcombe, director of mobile advertising at Time. “Apple News has the potential to be one of the most significant personal news aggregators ever built and the ideal environment to reflect Time UK’s immersive, rich content alongside like-minded advertisers that our audience love – all being one click away from inspiration to purchase over the crucial retail period.”

Having initially launched as part of iOS 9 in the US last month, Apple News is coming to the UK – as well as Australia – with the release of iOS 9.1.

Apple CEO Tim Cook revealed during the companys earnings call that the app currently has 40m users in the US alone, though didnt specify whether these were regular active users.