Agency: Lowe Howard-Spink
Buyer: Danny Goldman
Client: Courage (Holsten Pils)
Agency: The Media Centre
Buyer: Daren Rubins
Client: Dunlop Tyres
Buyer: John Harlow
Programme: SAS - A Soldier’s Story
TV Station: ITV Carlton
Date: 30 May, 21.00
Break transmission time: 21.20
Barb: 12 ABC1
Poor old ITV. Ratings are slipping, programming is under attack and the
sniping has started in earnest. Hooray then for SAS - A Soldier’s Story,
which began last week and has injected some much-needed excitement into
the early summer schedule. Four advertisers jostled for reflected glory
in the first programme break: Vauxhall, Courage, Dunlop Tyres and
Vauxhall topped and tailed the slot, continuing its buying strategy of
being first in break in a new series, as well as its trend of popping up
in differing programmes.
The opening ad was for Vauxhall’s 50/50 offer and windfall payment plan,
while the tail-end spot was the Vauxhall Astra.
The programme provided an ideal environment for all four advertisers,
being not only a ratings winner but offering an upmarket profile with a
slightly male bias to boot. There was also the added appeal of a really
exciting programme which viewers were likely to get involved with.
SmithKline Beecham placed Lucozade Energy simply because it has worked
on the slot as a network spot in order to build cover for the brand.