British retailer Tesco has launched an online video service that targets holders of its loyalty card with advertising as they watch free movies and TV shows.

The Clubcard TV service, free to the grocer’s 16 million Clubcard holders in the UK, is likely to be highly appealing to advertisers, who have been looking for ways to target different types of viewers more accurately than is possible through the more scatter-gun approach of traditional TV advertising.

Advertisers that have signed up for the Tesco launch include Kellogg, Johnson Johnson, Colgate and Danone, while content groups such as Warner Bros, Daro Media and All3media are also on board.

Clubcard TV’s content of films, documentaries, dramas and comedies will be aimed at families and children. – Reuters