How ITV turned GTA 6 into a TV campaign
Short answer: ContentGrip looks at the marketing behind ITV’s “TV Joint Custody Agreement”. ITV and social agency Block Report did not fight GTA 6 for viewers; they accepted it as a big household event and made a joke contract for splitting the TV between gamers and viewers.
By Jake Morrison · Sources checked by GTA6Geek Editorial · Published · Last updated · 4 min read
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| Detail | What we know |
|---|---|
| Brand | ITV (UK broadcaster) |
| Agency | Block Report (social agency) |
| Idea | A mock “TV Joint Custody Agreement” to split weekly TV time |
| Where | ITV social channels; covered by Little Black Book |
| Quote | ITV’s Tom Houser called it a “not-at-all-legally-binding contract” |
Is this real? Yes, reported by major outlets
Who said it: ITV and Block Report campaign, analysed by ContentGrip and Little Black Book. Sources: 3 (ITV social channels, ContentGrip, Little Black Book). Our view: a real campaign. The “agreement” is a joke, not a legal document, and it is not made by Rockstar. Checked: 1 Nov 2026.
Why marketers liked it
ContentGrip says the smart move was not to compete with GTA 6 but to join the conversation: one TV, two people, very different plans. It is part of a wave of brands riding GTA 6 hype, like the global ad campaign, Miami nightclub events and Nike sneakers. Our first report: ITV TV custody agreement.
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Frequently asked questions
What is the ITV GTA 6 custody agreement?
A joke contract from ITV to help households share the TV when GTA 6 launches.
Is it legally binding?
No, ITV calls it “not-at-all-legally-binding”.
Who made it?
ITV with social agency Block Report.
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