AdSmart from Sky is giving away free TV ad campaigns to 100 SMEs – here’s how you can apply

May 27 2021

Following on from the success of its inaugural #SME100 scheme last year, AdSmart from Sky is returning this summer – and is doubling its funding. The £2 million+ support fund is open to small UK businesses, with applications open from June 2nd.

100 SMEs will be awarded a campaign value of £20k comprised of TV advertising. Last year, SMEs including Field & Flower, Grenade and Perfect Dress Company participated in the scheme. Due to its success, a further £1.5 million was investment, extending support to 250 SMEs.

Do I qualify for the #SME100?

To qualify, businesses must pass the following requirements:

  • new to TV advertising (or no TV within the last 12 months)
  • size 2-50 full-time employees
  • >1 year trading history
  • 1 month free campaign completed on or before 30th September.
  • 30″ TV ad required

What kind of financial support will be offered?

For those awarded funding, each will receive £20,000 of TV advertising across Sky channels, alongside a free 12-month superfast business broadband and digital phone package. All 30′ TV ad campaigns must be completed by 30th September. Although Sky Media will assist (where required) to provide TVC, businesses are encouraged to use other services like Skylark Media to provide support to complete ads.

How are businesses selected for the #SME100?

Businesses that are selected will be representative of the UK both from a geographic and diversity perspective. Aligned to Sky’s 2025 targets, 20% of winners will come from an ethnic minority background, with at least a quart of these to be black-owned businesses.

What kind of return can I expect?

All ads are delivered via AdSmart from Sky, the addressable TV platform, that easily enables to advertise on TV by focusing on the audiences that they wish to target specifically. This may include by postcode area, a designated distance to a store, or by household make up or lifestyle attributes. The fragrance company, Arran Sense of Scotland, took part in the scheme last year – targeting audiences in specific local authorities in Scotland. Its advertising campaign resulted in over 300 orders and £15,000 generated in revenue.

How do I apply for this year’s #SME100?

Further details can be found by visiting AdSmart’s #SME100.

If my application is successful, what next?

For those participating in the scheme, airtime is included. However, your creative won’t be. As an AdSmart from Sky video production partner, Skylark Media has produced successful AdSmart campaigns for Nisbets and Longleat. We’re offering #SME100 winners a discounted creative package which will include the production of a 30′ TV ad and TV clearance support. Find out more or get in touch at

Nina Postans

Nina is Head of Marketing and Video Marketing Consultant at Skylark Media. With a background in advertising and publishing, Nina has an interest in consumer and technological trends. She has written for Marketing Week, Fashion Monitor, Advertising Week and Creative Review.