campaignlive.co.uk, Friday, 09 August 1996 12:00AM
Client: Allied Dunbar
Agency: John Ayling
Agency: Universal McCann
Buyer: Paul Gidley
Buyer: Adam Bishop
Programme: Life of Brian
TV station: Channel 4
Date: 1 August, 22.00
Break transmission time: 22.30
Barb: 12 16-34 men ratings (live)
Monty Python’s Life of Brian is one of those films that most of us have
seen already but somehow can’t resist sitting through again whenever
it’s repeated. Of course, we all know the gags off-by-heart but, 17
years on, they still seem fresh and funny. Such sentiment is obvious
after a quick glance at the Barb ratings. For a slot that was only
predicted to achieve 5.4 TVRs, the results speak for themselves.
Most buyers had an idea they were on to something good. Between them,
they booked six advertisers into the first break: Lilt, Allied Dunbar,
Renault Clio, Martini, Eurostar and Heineken.
For Allied Dunbar, which was chasing ABC1 men, the slot was just about
the best Channel 4 had to offer last week. The ‘washroom’ ad’s humorous
theme was a good fit with the film.
The promise of big ratings also attracted Martini. As one buyer puts it:
‘With ratings on Channel 4 down 15 per cent for July, 16- to 24-year-old
men are hard to pick up.’
Heineken stuck to its strategy of analysing what its target audience
watches on each channel and then snapped up the 16- to 34-year-old men
who had made a so-called ‘appointment to view’.
This article was first published on campaignlive.co.uk