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

We all know that sex sells, and now the Bill has jumped on the hormonal bandwagon to seduce new viewers. It has introduced a new plot to boost flagging ratings which is being promoted throughout the four-episode run with steamy-looking advertisements in the national press. All the episodes are an hour long - compared with the usual half-hour format - apart from the first 90-minute episode which kicked off last Tuesday.

We all know that sex sells, and now the Bill has jumped on the

hormonal bandwagon to seduce new viewers. It has introduced a new plot

to boost flagging ratings which is being promoted throughout the

four-episode run with steamy-looking advertisements in the national

press. All the episodes are an hour long - compared with the usual

half-hour format - apart from the first 90-minute episode which kicked

off last Tuesday.



Advertisers in the first break were Uncle Ben’s, Minute Maid Orange

Juice, Buena Vista Home Entertainment for Lady and the Tramp, Ford

Direct, Vaseline Deodorant, Clairol Loving Care, Hellmann’s squeezable

mayonnaise and Birds Eye Chargrill.



Hellmann’s picked this slot because it was encouraged by the promotion

ITV put behind the first burst of the Bill’s new look.



Vaseline Deodorant placed its commercial in this break because core

purchasers watch the show and because it was hoping the special plot

would buck the low ratings trend for this time of year.



Uncle Ben’s had similar reasons for using this space, centring on the

efficiency of the audience it delivers.





Client: Hellmann’s

Agency: BMP Optimum

Buyer: Allister McDonald

Client: Vaseline Deodorant

Agency: Initiative

Media Buyer: Anthony Marcou

Client: Uncle Ben’s

Agency: MediaVest

Buyer: Chris Daines

Programme: The Bill

TV station: Carlton

Date: 25 August, 22.00

Break transmission time: 20.23

BARB: 12.5 Housewives TVRs (live)



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