Channel 4 and Group M have struck an advertising deal after weeks of wrangling which had resulted in ads for many high profile brands being pulled from the channel.
The agreement will mean that the advertisers such as Barclays, EE and Ford will once again appear on the channel, as early as Monday.
News of a stand-off between the broadcaster and the media buying division of WPP emerged before Christmas, when negotiations stalled over a two-year deal. The length of the new agreement has not been revealed, but it is thought to be a long term commitment.
Group M deals represent around 25% of C4’s advertising revenue and while a deal was still being negotiated the broadcaster is understood to have been losing around £5m a week.
C4 director of sales Jonathan Allan and Group M managing director Mark Collins said in a joint statement: “Negotiations are necessarily long and complex when two major media companies want to agree commercial terms in a complex and fast moving environment, but we were both very focused on getting things right for all parties.
“We look forward to building on our strong relationship and working together closely to deliver business and marketing success for all our mutual clients.”
The dispute has been said to one of the biggest stalemates between a media group and a broadcaster in recent history.