Hun Culture Total TV Packages - September 2025
A Total TV test opportunity to connect with the UK's 11.8 million iconic ‘Huns’ - across ITV1, ITV2, ITVX and optional YouTube - all in ONE seamless package.
Why Hun Culture?
Following the fantastic response to our Hun Culture research, we’re launching a brand-new Total TV package - crafted to connect with the 11.8 million Brits who live, laugh and love like a true Hun.
This exclusive offer runs throughout September and brings together ITV1, ITV2, ITVX and optional YouTube in one powerful campaign - reaching spontaneous, emotionally driven audiences who love a treat and never miss a deal.
What’s in it for me?
We’re offering 30 bespoke packages for 30” national campaigns only, each combining spot and VOD in a single booking - with the option to include ITV partner-sold YouTube inventory.
Packages are priced at a fixed CPT/M of £15 across ITV1, ITV2 and ITVX, delivering cultural resonance, commercial value and reach that’s hard to beat.
Where will you connect?
Why does Hun Culture matter to advertisers? Our research has revealed that over 11 million Brits – nearly a fifth of the UK population – share identifiable ‘hun characteristics’. We spoke directly with self-proclaimed Huns and fans of the culture to uncover key traits such as gregariousness, bigheartedness and sociability. This insight was mapped against YouGov’s national database to build an ‘audience of Huns’, allowing us to identify the ITV shows they engage with most.
This audience is a prime opportunity for advertisers: emotionally driven, generous with their gifting and highly receptive to spontaneous moments of indulgence.
Using our research, we have collated and will deliver in a selection of the shows they engage with the most to help brands reach this valuable audience such as: ITV2 reality royalty such as TOWIE, The Real Housewives, daytime discussion with Loose Women, key entertainment shows and the drama-filled Corrie and Emmerdale.
More formats, more platforms, same Huns
We’re offering the option to add YouTube inventory in and around ITV’s Hun Culture content (subject to availability). Inventory is available in 6”, 10”, 20” and 30” pre-roll formats and will be priced at your existing contractual rates.
Spend on optional YouTube won’t count toward ITVX volume but will contribute to any existing ITV YouTube-specific volume deals, invoiced on an as-delivered basis.
Who are they?
Hun Culture audiences are expressive, indulgent and emotionally driven – they shop with heart, live for life’s little wins, and never say no to a cheeky treat.
“It’s an attitude, it’s a personality, it’s a sense of humour - a tongue-in-cheek, self-aware look at a certain section of British culture.”
- Pete Tierney Reality & Entertainment Commissioner at ITV
Package Terms & Booking Info
The ITV ‘Hun Culture’ Total TV OpportunityPackage Dates: September 2025 only
Each package will combine spot and VOD and ITV partner-sold YouTube inventory into a single campaign, with campaign delivery at around 60% linear / 40% VOD.
The packages will be available to 30” copy national campaigns only at an incentivised fixed cost per thousand / CPM on ITV spot & VOD of £15 across both ITV live and on demand viewing.
ITV partner-sold YouTube will be available at your contractual rate.
These 30 packages will only be available on Planet V and on a first come, first served basis.They’ll become available on the platform from 10am on 1 July 2025 – and as before, when they’re gone, they’re gone!
The 30 packages available are to be approved against 30-second creatives with a budget of £100,000 to £250,000.
Packages will be restricted to 1 per individual advertiser. Requests for further packages will be subject to availability and taken on a request-only basis.
Packages will not be available to any advertisers or advertiser copies with time restrictions(For further information on restrictions, please see our T&Cs below).
ITV1 to represent c.75% of Linear.
ITV1 / ITV channels to be delivered in airtime solely at ITV’s discretion.Airtime will be delivered in ‘Hun Culture’ programming across all relevant dayparts, with an estimated 65% in peak, along with natural delivery in centre breaks.
Your ITV team will report back on delivery on a regular basis and will ensure final invoices for packages are split for spot and VOD, in line with delivery.
Please note that spend on optional YouTube inventory will be additional to the above budgets and will not count towards any ITVX volume deals.However, it will count towards any existing ITV YouTube-specific volume deals, and will be invoiced on an ‘as delivered’ basis up to the amount committed.
Naturally, there are some T&C's which you'll find below
Pricing Terms and Conditions
These terms and conditions (Hun Culture Pricing Terms) shall apply to the Hun Culture Promotion (as defined in clause 1 below) provided by ITV Commercial (a division of ITV Broadcasting Limited) (ITV) in relation to airtime and digital advertising in connection with Hun Culture Total TV 2025, together with: (i) the terms of the Planet V platform (Platform) accessible at www.planet-v.co.uk; (ii) the Broadcasters Standard Terms and Conditions (available at https://d3sebdkplhxau9.cloudfront.net/7817/3634/9826/Broadcasters_Standard_Terms_and_Conditions_2025.pdf )(Airtime T&Cs); (iii) the Digital Advertising and Digital Solutions Terms and Conditions, (available at https://d3sebdkplhxau9.cloudfront.net/9916/7291/0053/Digital_Advertising_Terms_and_Conditions_2023.docx.pdf ) (Digital T&Cs); and (iv) any other written agreements between the Buyer (as defined herein) and ITV Group entities for the purchase of advertising on ITV channels and platforms and/or third party platforms, including without limit any Deal Agreements, Booking Agreements, order forms and/or booking forms (Existing Advertising Agreements) (all such terms and agreements together the Buyer’s Advertising Terms). Capitalised terms used but not defined in these Hun Culture Pricing Terms shall have the meaning ascribed to them in the Airtime T&Cs in respect of Airtime and the Digital T&Cs in respect of VOD Advertising (as the context requires).
ITV may revise these Hun Culture Pricing Terms at any time by amending this page. Buying entities (Buyers) should check this page from time to time to take notice of any such changes.
ITV intends to release a maximum of 30 bespoke advertising packages on the Platform (Packages) on: Tuesday 1 July at 10am (Live Date), each of which shall comprise Airtime Spots and VOD Advertising inventory as detailed in clause 3 below, due to commence on 1 September 2025 (Hun Culture Promotion). Packages shall cease to be available at 5pm on 29 July or, if earlier, when ITV has selected 30 Eligible Buyers (as defined in clause 4 below) in accordance with clause 5 below.
The maximum of 30 Packages will be available on the Platform at a budget range of £100,000 to £250,000.
In respect of:
(i) Airtime, the Packages will comprise Adult TVRs (as defined in the Airtime T&Cs) delivered solely at ITVs discretion in programmes such as TOWIE, The Real Housewives, Loose Women, Corrie, Emmerdale, specials and such other programming as may be determined suitable for this audience, based on market research (Hun Culture Programming) across the period 1 Sep 2025 - 30 Sep 2025. Airtime will be delivered across all dayparts as relevant, Peak dayparts defined for the purposes of the Packages will be 1730 - 2300 and will represent 65% of TVRs. Centre breaks will be delivered in line with natural delivery. Overall airtime split will be at a ratio of 75% on ITV1 and 25% across ITV2; and
(ii) VOD Advertising, the Packages will comprise impressions in Hun Culture Programming within the pre-roll and mid-roll of programmes shown on the ITVX platform between the dates of 1 September and 30 September 2025,
((i) and (ii) each and together Hun Culture Advertising), the dates and timing of such Spots and VOD Advertising inventory to be determined solely by ITV. For the avoidance of doubt, the terms of Existing Advertising Agreements as applicable to Hun Culture Advertising shall be deemed to be amended to give effect to ITV’s right to determine the date and timing of Spots and VOD Advertising inventory in accordance with this clause 3.
In order to be eligible for the Hun Culture Promotion, Buyers must:
(i) as at the Live Date have in place a written agreement with ITV for the purchase of Airtime and VOD Advertising as shall be determined by ITV; and
(ii) commit an advertising budget of no less than £100,000 and no more than £250,000 to the Hun Culture Promotion (Hun Culture Budget); and
(iii) be approved by ITV as eligible for the Hun Culture Promotion, such approval to be at ITV’s sole discretion (each such Buyer an Eligible Buyer (subject to clause 20 below)).
The Hun Culture Promotion shall be accessible on the Platform from 10am on the Live Date and Packages shall be available to Eligible Buyers on a first come first served basis, the determination of which shall be at ITV’s sole discretion. Eligible Buyers selected by ITV for the Packages (Qualified Eligible Buyers) shall receive an email from ITV confirming the same (which shall for the avoidance of doubt be separate to standard confirmation emails from the Platform).
Qualified Eligible Buyers will also be given an option to extend their Packages by purchasing additional inventory in and around ITV’s Hun Culture Programming on YouTube (Optional YouTube Extension), subject to availability, ITV’s approval and such additional terms as may be notified by ITV. Where a Buyer agrees to commit additional advertising budget pursuant to this clause 6, and an Optional YouTube Extension is approved by ITV, such Optional YouTube Extension will comprise impressions on inventory within 6,10,20 and 30 second pre-roll advertisements on such dates and at such times as determined solely by ITV (Optional YouTube Inventory).
Subject to clause 10 below, the Packages will deliver Airtime Impacts on ITV1 and ITV Channels and VOD Advertising impressions at a fixed cost per thousand (FCPT) of £15 (gross), which the parties acknowledge and agree shall replace any existing pricing terms for Impacts and/or impressions (as applicable) in Buyers’ Existing Advertising Agreements in respect of this promotion Advertising only. Where applicable, the Optional YouTube Extension will deliver YouTube advertising impressions each at a FCPT that ITV will make available on request.
In delivering Packages to Qualified Eligible Buyers, ITV shall use reasonable endeavours to allocate Airtime Spots and VOD Advertising inventory such that 60% of a Qualified Eligible Buyer’s Budget shall be applied to Airtime and 40% to VOD Advertising. For the avoidance of doubt, any spend (if any) by Qualified Eligible Buyers in respect of Optional YouTube Inventory is separate from and in addition to the Hun Culture Budget. The allocation set out in this clause 8 will not apply in respect of Optional YouTube Inventory.
Advertising copy submitted by Qualified Eligible Buyers in connection with the Promotion shall be 30 seconds in length only and only available on a national (not regional) basis. Optional YouTube will be available on 6”, 10”, 20” and 30” copies.
ITV shall use reasonable endeavours to report to Qualified Eligible Buyers on delivery of the Packages.
The allocation of the Hun Culture Budget between Airtime and VOD Advertising pursuant to clause 8 above will be ascertainable from invoices issued to Qualified Eligible Buyers in respect of the relevant Hun Culture Advertising. Invoices for Optional YouTube Inventory (if any) will be issued separately to Qualified Eligible Buyers.
Unless otherwise agreed by the parties in writing, the terms of the Airtime T&Cs and/or the Digital T&Cs (as applicable) as relate to credits and reconciliation shall apply to Hun Culture Advertising, save that should credits or deficits shall be calculated based on prices applied in accordance with these Hun Culture Pricing Terms.
Hun Culture Budget which is committed to Hun Culture Advertising by Qualified Eligible Buyers in accordance with these Hun Culture Pricing Terms shall, for the avoidance of doubt, be counted towards any applicable Share of Broadcast or volume commitments made by such Buyers under Existing Advertising Agreements. For the avoidance of doubt, any Optional YouTube Extension shall not count towards any share or volume commitments made by such Buyers under Existing Advertising Agreements with the exception being those where an existing ITV YouTube volume deal has been traded in which case the Hun Culture Programming YouTube inventory will count towards that deal.
Nothing in these Hun Culture Pricing Terms shall be deemed to constitute a legal offer.
Notwithstanding clause 5 above, ITV may revoke ‘Eligible Buyer’ status should it for any reason consider it appropriate to do so, in which case the Hun Culture Promotion shall not apply to the relevant Buyer in respect of any advertising booked through ITV thereafter (save as otherwise agreed by ITV in writing).
Without prejudice to the generality of ITV’s right to approve Eligible Buyers and any other rights of approval under any of the Buyer’s Advertising Terms, the Hun Culture Promotion shall not be available to ITV’s competitors or any advertiser with a time restricted copy or within a time restricted category such as gaming.
Packages will only be taken on a cash booking basis only (no value, contra, barter or proprietary trading models etc. will be accepted).
Packages will be capped at 1 per advertiser.
These Hun Culture Pricing Terms shall, for the avoidance of doubt, apply to the purchase of Hun Culture Advertising only and shall not apply to any other advertising on ITV channels or platforms. Save as amended by these Hun Culture Pricing Terms (which amendments shall for the avoidance of doubt include the terms of clause 3 above), all terms of the Buyer’s Existing Advertising Agreements shall continue in full force and effect.
The Hun Culture Promotion shall be subject at all times to any laws, regulations, codes, rules, guidance or similar which are applicable to ITV and/or Buyers.
In respect of all Optional YouTube Extensions, the following terms shall also apply:
(i) Optional YouTube Inventory will be served in and around genres identified by ITV as Hun Culture Programming, such as entertainment, Programme clips on the YouTube platform only. The Buyer will take full responsibility for any and all Buyer-branded video advertisements served in connection with the Optional YouTube Extension.
(ii) The Buyer will submit the relevant Buyer-branded video advertisements to ITV for approval at least five (5) Business Days prior to the proposed launch date on YouTube. The Buyer acknowledges that ITV may delay the proposed launch without liability if ITV has not received the relevant Buyer-branded video advertisements for approval within the five (5) Business Day timeframe. If the relevant Buyer-branded video advertisements have been provided to ITV within five (5) Business Days of the proposed launch date, then ITV will use commercially reasonable endeavours not to delay the launch date, unless approval is withheld by ITV or the Buyer fails to make any changes to such creative as required by ITV within the five (5) Business Day timeframe.
(iii) The budget which is committed to Optional YouTube Inventory in accordance with these Hun Culture Pricing Terms will be capped. In the event the final cost for actual delivery of YouTube advertising impressions is lower than the capped budget, such cost will be billed on final delivery at the time length applicable FCPT.
(iv) ITV’s obligations in relation to Optional YouTube Inventory shall be subject to ITV’s relationship with YouTube, YouTube’s own terms and conditions and their right to remove content posted on their platform.
(v) The Buyer warrants, represents and undertakes that it will comply with the provisions of YouTube’s Terms of Service, the YouTube Community Guidelines, the Policy, Safety and Copyright Policies and the Advertising on YouTube Policies (together the YouTube Terms).
(vi) The Buyer shall indemnify and keep indemnified on demand and hold harmless all ITV Group entities and any third party rights holders from and against any and all actions, proceedings, costs, expenses, damages, claims, demands, liabilities and losses (including all interest, penalties and legal and other reasonable professional costs and expenses) suffered or incurred by such ITV Group entities or third party rights holders arising out of or in connection with a breach by the Buyer of the representations, warranties and undertakings set out in these Hun Culture Pricing Terms, including for the avoidance of doubt, the YouTube Terms (whether foreseeable or unforeseeable).
These Hun Culture Pricing Terms and any dispute or claim arising out of or in connection with them or their subject matter or formation (including any non-contractual disputes or claims) shall be governed by and construed in accordance with English law and the parties hereby irrevocably submit to the exclusive jurisdiction of the English courts.
