What happened: ITV has agreed to invest up to £3 million in The Body Coach app, created by Joe Wicks. The app will also advertise on ITV's TV channels and streaming service ITVX.
Why it matters:
- The investment supports growth of a popular health and fitness app that gained prominence during the pandemic.
- ITV expands its media for equity fund, linking content with advertising opportunities on its platforms.
MNN Take: This deal combines ITV's advertising reach with The Body Coach's fitness content, aiming to boost user engagement and app visibility.
Sources: Guardian UK