By JANE OSTLER, digital communications pla, campaignlive.co.uk, Friday, 04 April 1997 12:00AM
Programme: Cutting Edge, the Dinner Party
TV station: Channel 4
Date: 24 March, 21.00
Break transmission time: 21.20
Barb: AB men 3 TVRs (live)
The hype whipped up by the media before the screening of the Cutting
Edge documentary, the Dinner Party, made it a sure-fire favourite for
The Dinner Party followed the conversation of eight friends - all Tory
voters - as they chatted over dinner and discussed 18 years of
Conservative rule. Many people made a firm appointment to view Cutting
Edge in anticipation of seeing these middle-Englanders reveal their
prejudices as the election campaign kicked off.
On the night, the Liverpool-Arsenal clash on Sky pushed the ratings
down, but five advertisers had committed themselves to the first break:
BMW, NatWest, Ronseal Paint, Bosch and Vision Express.
NatWest was so keen to catch eager viewers it appeared in both
Its rationale was simple: to catch an upmarket audience with a slight
male bias who had specifically tuned in to the programme.
For Ronseal, the controversial and outspoken environment was perfect for
the male audience it was chasing.
For BMW, the spot was not the cornerstone of its campaign and it didn’t
even expect it to do very well. Well, it got that bit right.
Agency: Zenith Media
Buyer: Matt House
Buyer: Steve Pope
Client: Ronseal Paint
Agency: The Media Business
Buyer: James Zipuere
This article was first published on campaignlive.co.uk