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The importance of building trust

Post-Brexit uncertainty, digital disruption or the climate crisis, people’s lives are peppered by seismic change and uncertainty. In the process we’re using a dizzying array of media to inform us about the world we live in, from social feeds to video on demand, broadcast outlets to global tech giants.

“Making sense of the rapidly changing world in which we live isn’t easy and there’s a huge issue about who and what information people can trust. Television is the most trusted and respected medium, and because it both reflects and shapes culture for good, it has the power to influence people like no other,” explains Dame Carolyn McCall, chief executive of ITV.

ITV enables brands to be part of culture

Television is deeply embedded in Britain’s cultural narrative. ITV, for instance, reaches more than 36 million people every week. Mass media is the go-to source for culturally significant shared viewing moments, whether it’s the general election or the Rugby World Cup, same-sex dancing for the first time on a prime-time show or the upcoming UEFA Euro 2020 football tournament.


“Cultural touchpoints provide high-intensity bonding moments that mean everything to people. They’re the golden threads that bind society. Advertisers increasingly realise this too. Brands only thrive when they matter to people and they matter most when they’re part of culture. But to be part of culture, you have to be visible. The more individually precise you are, the more culturally invisible you become. This is where the power of television advertising to a mass audience comes into its own.  Our core aim at ITV is to try and create, influence and reflect cultural moments better than anyone else"

Kelly Williams, managing director of commercial at ITV.


Shared viewing moments bring people together, giving them an enduring experience that has scale and cultural significance. Brands are increasingly realising the difference in terms of what can be achieved with say YouTube or Facebook advertising compared with a peak ad-spot in Coronation Street or Britain’s Got Talent.



ITV offers the chance to win a free ad in the UEFA Euro 2020 Final – Be part of culture and enter now! 


Connecting emotionally with viewers en masse is no small feat, at a time when the public’s attitude towards advertising is in decline. It’s why ITV has invited brands to pitch for a free prime-time slot during the UEFA Euro 2020 final. The most creative, emotionally engaging ad wins. Four years ago, 44 million people tuned into the broadcaster’s coverage. The aim is to up the ad quality and help the nation to fall back in love with advertising.

Ian Wright
video time: video title: Be Part of It

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