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

By DOMINIC MILLS, campaignlive.co.uk, Friday, 29 January 1999 12:00AM

ITV can do Agatha Christie-style thrillers pretty well and Midsomer Murders was no exception. John Nettles led a comfortably familiar cast, including Richard Briers and Daniel Casey. The gentle rural scenery - a stalwart of many an ITV murder drama - provided a perfect antidote to the gruesome homicide of the plot.

ITV can do Agatha Christie-style thrillers pretty well and Midsomer

Murders was no exception. John Nettles led a comfortably familiar cast,

including Richard Briers and Daniel Casey. The gentle rural scenery - a

stalwart of many an ITV murder drama - provided a perfect antidote to

the gruesome homicide of the plot.



The programme performed well against ABC1 men and ABC1 housewives, and

six advertisers jostled in the first break. BMW topped and tailed the

break, with Cyprus Tourism, McDonald’s, ONdigital, Sunny Delight and

Shredded Wheat also taking spots.



BMW had initially booked the slot because ITV had scheduled an episode

of Hornblower. But even though the nautical drama was shunted aside for

Midsomer Murders, the buyer felt that the mystery was equally

appropriate.



BMW is chasing ABC1 males aged 25 to 54, an audience against which such

dramas usually perform well.



McDonald’s also wanted to tap into a well-crafted drama, which would be

promoted and heavily trailed by ITV.



For ONdigital, the lure was a guaranteed strong audience and a broad

demographic attracted by quality programming.





Client: BMW

Agency: Zenith Media

Buyer: John Heather

Client: ONdigital

Agency: New PHD

Buyer: Harriet Perry

Client: McDonald’s

Agency: Leo Burnett

Buyer: Stewart Easterbrook

Programme: Midsomer Murders

Station: ITV Carlton

Date: 20 January, 20.00

Break transmission time: 20.28

BARB: ABC1 Men 11.3 TVRs (live)



This article was first published on campaignlive.co.uk

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