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

By DAVE PHILLIPS, campaignlive.co.uk, Friday, 19 December 1997 12:00AM

Programme: British Comedy Awards
TV station: ITV, Central
Date: 13 December, 21.00
Break transmission time: 21.20
BARB: ABC1 Housewives 18.5 TVRs
BARB: 4(ABC1 women)

Programme: British Comedy Awards

TV station: ITV, Central

Date: 13 December, 21.00

Break transmission time: 21.20

BARB: ABC1 Housewives 18.5 TVRs

BARB: 4(ABC1 women)



The wonder of this annual event, the British Comedy Awards, is that

there is enough material to fill two and-a-half hours of peak

airtime.



Broadcast live from London, this was the eighth ceremony of its kind,

complete with an array of guests who put the nominated programmes in the

shade.



Nevertheless, eight advertisers lined up in the opening break, making

the most of what was a jewel in ITV’s usually lacklustre Saturday

evening schedule. Tango Orange, Tesco, Oil of Ulay, Nokia, Mars Bars,

Braun Inter Clean, Calvin Klein CK1 and Malibu all squeezed into the

first break.



For Tesco, the aim was to reach as many people as possible with the news

of what Tesco has on offer for Christmas. The commercial was targeting a

core audience of upmarket housewives.



For Tango, the show was a high point in the ITV schedule, one of the

most important speciality programmes of the season and delivered the ad

in the right sort of environment.



Oil of Ulay was looking for light viewers and unique cover, which this

one-off was likely to attract.



Client: Tesco

Agency: Western Media

Buyer: Scott Green

Client: Tango

Agency: TMD Carat

Buyer: Amanda Roberts

Client: Oil of Ulay

Agency: Saatchi & Saatchi

Buyer: Sally Brushfield



This article was first published on campaignlive.co.uk

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