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.
Agency: BMP Optimum
Buyer: Allister McDonald
Client: Vaseline Deodorant
Media Buyer: Anthony Marcou
Client: Uncle Ben’s
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)