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

Client: Walkers Doritos Agency: The Media Centre Buyer: Steve Bignell

Client: Walkers Doritos

Agency: The Media Centre

Buyer: Steve Bignell



Client: Woolwich Building Soc

Agency: The Network

Buyer: Rory Lindsay



Client: Virgin Radio

Agency: CIA Medianetwork

Buyer: Richie Dahill



Programme: TFI Friday

Date: 16 February, 18.00

Break transmission time: 18.20

Channel: Channel 4 (London)

BARB: 3 16-24s (live)



The Channel 4 programme, TFI Friday, didn’t face much opposition in

terms of scheduling - local news on ITV and BBC1 and the Munsters on

BBC2 - but it still managed to pull in a crop of major advertisers eager

to catch a traditionally light TV audience of 16- to 34-year-olds.



Not surprisingly, it was the ‘Chris Evans factor’ that proved

irresistible. The programme’s first break featured four national

advertisers: Walkers (Doritos), the Woolwich Building Society, Virgin

Radio and EMI Records.



Each was chasing the same thing: elusive young adults lured in by the

ubiquitous Evans and an impressive line-up of major bands.



For Woolwich, it was a matter of adding a younger element to its normal

ABC1 adult schedule.



Virgin Radio saw it as a perfect opportunity to have a go at Evans,

while targeting its demographic of 16- to 34-year-old men.



EMI Records initially bought the slot to promote the indie album, Best

Album in the World Ever, but was kicked off the schedule the day before

because of a clash with the programme’s artists. In the event, it

slotted in an ad for the dance compilation, In the Mix 96, which was a

perfect fit with the young, music-themed environment.



Walkers was chasing the same fashion-conscious crowd.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).