The campaign, which comprises two 30-second spots and one 20-second animated ad, will run on Five, ITV1, ITV2, ITV3, ITV4, Cartoon Network and Boomerang.
It is aimed at the parents of children aged up to three years old, among social groups with lower literacy levels.
Viewers are encouraged to respond to the ads by text in return for a free storybook and information where they can collect more free books.
Booktrust said the Kitcatt Nohr-devised ads would target hard-to-reach groups who tended not to use library or healthcare services, including single mums and parents from ethnic minorities. The ads will also run on Star TV and Bangla TV.
The animation for the cartoon spot was created by 12foot6, while Trinity Communications handled media planning and Manning Gottlieb OMD handled media buying.
Emily Butt, campaigns and communications manager at Booktrust, said: "We believe this TV campaign will reach specific groups in society who might not think of book sharing as a matter of course, such as non-native English speakers, ethnic minorities, teenage mums, travellers or single mums.
"We hope mums and carers will text us for a copy of our guide to book sharing and information on how to obtain a free pack of books to read to their children."