Channel 4 creates 'first ever’ interactive broadcast ad as catch-up viewing shifts from desktop to TV

Channel 4 has created the "first ever" broadcast interactive ad format for TV in response to a shift in on-demand viewing from digital devices to "bigger screens", a.k.a. connected TVs, which now represents over half of All 4 viewing.
The broadcaster has seen 'big screen' views to its on-demand platform All 4 overtake other devices for the first time, up 35% from last year according to its own numbers. This supports the broadcaster's own research which found a 22% uplift in the presence of smart