Music discovery service Shazam has announced a deal with UK commercial television broadcaster ITV. It means that ITV’s sales team can offer advertisers the opportunity to have their TV advertisements enabled with Shazam’s recognition service.

The 10 million people in the UK with Shazam on their smartphones will be able to use the app to interact with the adverts, perhaps by entering a competition, accessing exclusive content or finding additional information.

’Shazam for TV’ is already being used in the USA during programmes including American Idol, the GRAMMY Awards and the Super Bowl.

Simon Daglish, Group Commercial Sales Director at ITV, said “Shazam’s audio-recognition technology is at the forefront of the second screen movement which is transforming the way consumers interact with content including advertising. This exciting and exclusive partnership means that ITV is able to offer customers a real first for UK media and allow brands to innovate their spot campaigns and connect directly with audiences on a large scale.”