TV MONITOR: A WEEKLY LOOK AT WHO’S BUYING WHAT AND WHEN

By HARRIET GREEN, campaignlive.co.uk, Friday, 18 April 1997 12:00AM

In the interests of populism, TV Monitor takes a peek at who’s buying what in that great British institution, Coronation Street.

In the interests of populism, TV Monitor takes a peek at who’s

buying what in that great British institution, Coronation Street.



Not that this was any old episode of Corrie, you understand. No, this

was the one fans everywhere had been anticipating - the episode where

Derek Wilton died, leaving Mavis bereft. Such drama was guaranteed to

generate media hype and audience ratings.



Goodfellas Pizza, Muller Rice, Safeway, Tango, Chappie, Gaveston

Indigestion Tablets, Ford Escort and McDonald’s were there to see what

they could pick up.



For Goodfellas, this was the start of a new campaign and it was

essential to build awareness levels as quickly as possible. For Safeway

too, this was the kick-off spot for a fresh bout of promotional activity

and it was banking on the strong storyline garnering plenty of unique

coverage.



It was curious to see Tango in such a mainstream programme. According to

its new agency, TMD Carat, it has to buy a set of programmes and Corrie

is one of them: it’s not ideal, but provides ’loads of ratings’,

according to the buyer. Ford Escort meanwhile, found itself in the break

by dint of ’blind luck’.



Client: Safeway

Agency: Zenith Media

Buyer: Tracey Stern

Client: Tango

Agency: TMD Carat

Buyer: Amanda Pettitt

Client: Ford Escort

Agency: The Network

Buyer: Hal Kayali

Programme: Coronation Street

TV station: ITV - Granada

Date: 7 April, 19.30

Break transmission time: 19.45 Barb: Women 46.4 TVRS (live).


This article was first published on campaignlive.co.uk

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