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.