TikTok has announced television channels ITV, Channel 4 and the BBC have joined its Pulse Premier programme ahead of a summer of sports.

Announcing the expansion of its platform, which has previously partnered with Sky Spots and Condé Nast, the Big Three commercial UK broadcasters are now involved in TikTok’s ad feature.

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Pulse Premiere is one of the social media giant’s contextual advertising solutions, allowing brands to purchase ad space immediately following the playing of content in the top 4% of trending videos on the platform.

It also allows advertisers to strategically place their ads directly after premium publisher content played in TikTok’s ‘For You’ feed.

Speaking at Advertising Week Europe, TikTok UK, Ireland & Nordics, B2B Marketing Lead, Rob Ryan, said: “We’re really excited today to announce that we’re expanding our content partners in the UK with broadcasters ITV, Channel 4 and BBC Studios.

“Advertisers can unlock opportunities to align with a huge breadth of TikTok content from the broadcaster’s main customers.”

Speaking about the move, Ryan added television shows such as Eastenders, Love Island, Taskmaster and Doctor Who will all be available on the platform, which launched in December last year.

TikTok UK GM, Global Business Solutions, Kris Boger, added: “TikTok is designed to provide joy and entertainment to users, while giving brands the creative tools to be discovered and build deeper connections with the communities around them.

“With Pulse Premiere, advertisers will now have even greater control and the opportunity to tap into the cultural moments – be it sport or entertainment – that’s most relevant to their audience, supercharging their brand exposure.”

The move also follows on from TikTok being announced as the Official Partner of Team GB and Paralympics GB in the lead-up to Paris 2024.