Who is watching
68% aged 25–44
A young-professional core with a strong family tail: 41% of sessions are co-viewed on the main TV in the home.
18–2414%
25–3437%
35–4431%
45+18%
For Advertisers
Reach a High-Value, Culturally Engaged Audience
2 billion+ Black and Muslim people worldwide, brand-safe, premium content.
- Monthly reachable viewers
- 12.4MMonthly reachable viewers
- Average weekly watch time
- 6.4 hrsAverage weekly watch time
- Inventory on owned, rated content
- 100%Inventory on owned, rated content
Audience insights
Platform figures from the last rolling quarter across our four core markets. Full methodology and market-level breakdowns are in the media kit.
Where they are
Four core markets
Concentrated demand in the UK and North America, with the fastest month-on-month growth in West Africa and the Gulf.
United Kingdom34%
North America24%
West & East Africa23%
Middle East & MENA19%
How much they watch
6.4 hours a week
Peak load is 20:00–23:00 local, with a second Ramadan peak after taraweeh that lifts nightly hours by roughly 40%.
Weeknight prime46%
Weekend daytime29%
Late night25%
What they watch
Drama leads, factual converts
Scripted drama drives acquisition; documentary and faith strands carry the highest completion rates and ad recall.
Drama & film38%
Documentary & factual27%
Faith & knowledge20%
Sport & live15%
Ad and sponsorship packages
Three ways to buy, all of them on owned or licensed content we have rated ourselves, there is no user-generated inventory on BMT.
From £18 CPM
Programmatic in-stream
Pre-roll, mid-roll and post-roll across the ad-supported tier, frequency-capped at three exposures per viewer per day and sold against verified household impressions.
Why it works
- Category exclusions applied before the auction, not after
- 94% average completion on 15- and 20-second cuts
- Region, language and faith-rating targeting on every line
Example placements
- Pre-roll on the Browse hero rail
- Mid-roll at natural act breaks in long-form drama
- Post-roll bumper on documentary strands
From £40k a season
Show & originals sponsorship
Own a BMT Studios original end to end: opening and closing idents, a branded rail on Browse, and integrated credits across every episode of the run.
Why it works
- Single-brand exclusivity for the full season window
- Editorial adjacency to titles our audience actively seeks out
- Assets produced in-house to the same grade as the show
Example placements
- “Brought to you by” idents on Brixton Fajr
- A branded collection rail for a Ramadan season
- Companion behind-the-scenes short in the show’s extras
From £12k an event
Pulse live sponsorship
Sponsor live news bulletins, match coverage and cultural events on BMT Pulse, with live reads, on-screen scoreboards and pre-match segment ownership.
Why it works
- Appointment viewing with the highest concurrent audience on BMT
- Live-read scripts approved by your team before transmission
- Replay inventory carries the sponsorship for 30 days
Example placements
- Scoreboard bug across AFCON fixture coverage
- Presenter live read on the evening bulletin
- Stage-branding package at the Black Muslim Awards
- Category exclusions
- No gambling, alcohol, interest-bearing credit, or creative that conflicts with the values our audience subscribes for. Applied at the inventory level.
- Independent measurement
- Impressions, viewability and completion verified by a third party, reconciled monthly against your own ad server.
- Placement control
- You see the exact strands and titles your inventory can appear against before a campaign goes live, and can veto any of them.
Campaigns that worked
Representative results from brands that treated this audience as a primary market rather than an afterthought.
Barakah Pay
Halal fintech+31%
Prompted brand awareness
Goal
Build first-time awareness for a riba-free current account across UK Muslim households.
Activation
Six-week programmatic in-stream buy plus sponsorship of the Ramadan documentary strand, with a bespoke 20-second cut per region.
Ad completion rate
Awareness lift vs. control
Account applications vs. target
“The first channel where we did not have to explain what riba-free means before we could sell anything.”
Sabr Atelier
Modest fashion4.1%
Click-through to product pages
Goal
Drive Eid collection sales in the UK, Gulf and North America inside a four-week window.
Activation
Title sponsorship of a BMT original plus a branded collection rail on Browse, weighted to weeknight prime.
Click-through rate (index vs. 1.0% norm)
Return on ad spend (target = 100)
New-customer share of orders
“Sponsorship read as endorsement rather than interruption, and the sell-through showed it.”
Nuru Mobile
Telecoms2.3x
Conversion vs. paid social
Goal
Grow diaspora data-bundle subscriptions across West and East African markets.
Activation
Season-long Pulse sponsorship across AFCON fixtures and the evening bulletin, with live reads in English, Hausa and Swahili.
Concurrent live reach vs. forecast
Bundle sign-ups vs. paid social
Cost per acquisition reduction
“Live sport got us the reach; the bulletin sponsorship is what kept the subscriptions renewing.”
Request the media kit
Tell us what you are planning and we will send rate cards, audience data and current availability.