Sky Media reveals TV ad support scheme for Irish businesses

Sky Media Business Support Scheme for 2021 will give businesses across Ireland access to free TV advertising packages.

TV and broadband player Sky is offering Irish businesses free TV advertising packages through its AdSmart platform as they look to reopen with the easing of Covid-19 restrictions.

The Sky Media Business Support Scheme is open to any business that has been operating for at least one-year in Ireland – from florists and car garages, to hairdressers and accountancy firms.

“Many businesses have been heavily impacted over the past 18-months and this is a great opportunity for us to support them as they return to trading”

Businesses can nominate themselves and will be selected by an internal panel at Sky, with winning entrants receiving €20,000 of TV advertising across Sky’s AdSmartable channels. Once selected, the short-listed businesses will be connected with a creative agency to design and create their TV campaigns.

The TV advertising campaigns will be delivered through AdSmart from Sky, the market-leading addressable TV platform, that easily enables brands to advertise on TV by focusing on the audiences that matter to those businesses.

Through this technology a brand can target households by Eircode, within a designated distance of their store, or by household make-up or lifestyle attributes. In only targeting audiences that matter to the business, brands can be assured that their advertising will be relevant, accessible and drive business results.

Navigating the reopening

“Supporting Ireland’s business community as we navigate out of Covid-19 restrictions, is essential to the economy and its growth,” said Malcolm Murray, director of Sales at Sky Media.

“Many businesses have been heavily impacted over the past 18-months and this is a great opportunity for us to support them as they return to trading.

“By supporting businesses who have never used TV advertising before, we are offering businesses the opportunity to connect with their desired audience in a new way. Using a targeted TV campaign will help businesses awareness, across a combination of Sky’s premium content and innovative platforms.”

McElhinneys Department and online store, based in Ballybofey in Donegal, was one of the companies who benefitted from a similar scheme in 2020 allowing them to reach their target audience in Dublin and the northwest of Ireland.

“During lockdown, for first time in over 50 years we had to close our doors to the public, but luckily the investment we had made in our e-commerce platform over the last number of years allowed us to keep the light on,” said Martin McElhinney.

“The TV campaign gave us the opportunity to reach new customers through a medium that we have never used before. Targeting homes in Dublin and the Northwest of Ireland, we saw an increase in organic visits to our website which resulted in increased orders. It was a very successful campaign.”

Entries for the Sky Media Support Scheme are now open and are being accepted 3 August 2021. For more information and to apply to the scheme, visit

By John Kennedy (

Published: 19 July 2021