Client: De Beers Agency: J. Walter Thompson Buyer: Nick Ashley

Client: De Beers

Agency: J. Walter Thompson

Buyer: Nick Ashley

Client: Microsoft

Agency: CIA Medianetwork

Buyer: Richard Parsons

Client: Vauxhall Vectra

Agency: Lowe Howard-Spink

Buyer: Mike Hope-Milne

Programme: Inspector Morse

TV station: ITV Central

Date: 27 November, 20.00

Break transmission time: 20.50

Barb: 32 ABC1 housewife TVRs (live)

Maybe you couldn’t quite understand the twists of the plot, but it

didn’t require much genius to work out that this one-off Morse was a

sound bet for stonking audience figures. More than 13.5 million people

tuned in to see the show live, giving ITV a 55 per cent share of the


Ever since the death of the series was announced, the occasional

specials have earned a reputation as appointments to view. Six

advertisers lined up in the second ad break to take advantage: De Beers,

Microsoft, Polygram, Ariel, Fairy Liquid and Vauxhall Vectra.

The programme fitted neatly with the launch of a De Beers ad campaign,

designed to stimulate diamond sales in the run-up to Christmas. Because

the campaign is a short-term call to action, quick cover build among the

target adult audience with a male bias made Morse a perfect choice.

Microsoft’s TV buyer, Richard Parsons, says that the special offered a

compatible brand proposition by virtue of the upscale nature of its

audience (Microsoft, too, was targeting ABC1s).

For Vectra, Morse meant good demographics and a perfect environment with

the added attraction of drawing in light viewers.

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