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

By STEFANO HATFIELD, campaignlive.co.uk, Friday, 18 December 1998 12:00AM

It was the last episode of Friends and a nation mourned as Friday nights in front of the TV will never be the same again. Last Friday’s double bill was a must-watch for a massive cross-section of viewers.

It was the last episode of Friends and a nation mourned as Friday

nights in front of the TV will never be the same again. Last Friday’s

double bill was a must-watch for a massive cross-section of viewers.



Quite aside from the main pull of the will-they/won’t-they wedding

between Ross and his English Rose, played by posh totty, Helen

Baxendale, cameo appearances from Jennifer Saunders and Fergie, among

others, were guaranteed to draw a crowd.



Advertisers in the centre break of the first programme were the Gap,

Heineken, Polygram’s Honeyz album, Telstar’s Lutricia McNeil and Sash!

albums, Virgin’s Love album and Baileys Irish Cream.



Heineken buys into TV comedy and, according to Motive’s Adam Bishop,

last week’s Friends, which achieved a 9.4 rating among 18- to

34-year-olds, was easily the best buy of the week.



The Gap appeared in the break because the buyer recognised that Friends

would attract large numbers of young people - the brand’s target

audience.



Baileys’ buyer, Steve Hobbs, explained that a slot in the last episode

of a ’great series’ was an unmissable opportunity and, with the added

audience appeal of the cameo appearances, the potential for one-off

coverage was huge.





Programme: Friends

TV station: Channel 4

Date: Friday 11 December, 21.00

Break transmission time: 21.13

BARB: 16.8 housewives with children TVRs (live)

Client: Heineken

Agency: Motive

Buyer: Adam Bishop

Client: Baileys Irish Cream

Agency: Carat

Buyer: Steve Hobbs

Client: The Gap

Agency: CIA Medianetwork

Buyer: Andy Berry



This article was first published on campaignlive.co.uk

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