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

Conversations about Seinfeld (once the ’did you see that bit when ...’ is out of the way) throw up lots of big numbers.

Conversations about Seinfeld (once the ’did you see that bit

when ...’ is out of the way) throw up lots of big numbers.



The man himself - Jerry Seinfeld - is worth a host of Oprahs. But where

the numbers really get big is in the ad breaks in the US. The last-ever

episode on NBC last May was reputed to have grossed in the region of

dollars 65 million in the 56 spots available.



The numbers for the last episode in the UK, which was aired on Sky One

last week, are much more modest - not least because the

programme/commercials ratio is a tad more sensible. Nevertheless, Sky

One pulled seven advertisers into the first Seinfeld break: Ford Focus,

Alton Towers, Pedigree Chum, Rowenta, Lion King 2, Vodafone and Muller

Rice.



Ford’s buyer, Tom Denford, explained that the campaign was targeting

upmarket women with its slightly tongue-in-cheek creative - a good fit

for the askance humour of the show.



Abigail Spencer for Pedigree Chum saw a good opportunity for some unique

coverage, and, for Vodafone, Andrew Carter’s reason was even more

simple: it’s a top programme, reaching a high ABC1 audience.



Client: Ford Focus

Agency: MindShare

Buyer: Tom Denford

Client: Vodafone

Agency: BMP OMD

Buyer: Andrew Carter

Client: Pedigree Chum

Agency: Zenith Media

Buyer: Abigail Spencer

Programme: Seinfeld

Station: Sky One

Date: Monday 22 March, 22.00

Break transmission time: 22.11

BARB: 1.8 men 16-34 TVRs (live)



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