Client: Orange Agency: WCRS Buyer: Peter Bennett

Client: Orange

Agency: WCRS

Buyer: Peter Bennett

Client: Renault

Agency: Optimedia

Buyer: Paul Welch

Client: Air Canada

Agency: Universal McCann

Buyer: Martin Heaton-Cooper

Programme: The Governor

TV station: ITV (London)

Date: 23 March, 21:00

Break transmission time: 21:20

BARB: 10 16-34 adult TVRs (live)

Lynda La Plante’s The Governor returned for a second series on ITV two

weeks ago. Wooed by the prison drama’s strong performance last time -

particularly among young ABC1 adults - five blue-chip advertisers

fought their way into the first ad break.

And sure enough, Renault, which went first, the People, Orange, Air

Canada and Carling Black Label were all served up the highest ABC1 male

audience of the night in the capital. The problem was that it was a

Saturday night - not a Sunday like last time.

It’s all part of ITV’s new strategy to boost its flagging Saturday night

schedule, but the ten ABC1 men and 16-34 adult TVRs garnered by The

Governor compared unfavourably with an average of 17-18 for its first


Renault’s media agency, Optimedia, chose the slot for the launch of the

Renault Megane specifically for its ABC1 male content. Universal McCann

placed Air Canada there as part of a strategy to reach businessmen

outside of news and serious factual programming. For Orange, WCRS

continued its policy of latching on to quality dramas. Despite

disappointing conversions, it will probably stick with The Governor.

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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).