Client: Daily Telegraph Agency: John Ayling and Assoc Buyer: Steve Venes

Client: Daily Telegraph

Agency: John Ayling and Assoc

Buyer: Steve Venes

Client: Boots

Agency: BMP DDB Needham

Buyer: Ben Jones

Client: NatWest

Agency: Motive

Buyer: Sarah Nicholls

Programme: Kavanagh QC

TV station: ITV

Date: 23 February, 20.30

Break transmission time: 20.55

BARB: 20 ABC1 adults (live)

The Daily Telegraph made the headlines last month by becoming the first

broadsheet to sponsor an ITV programme. The programme, Kavanagh QC, was

arguably a cut above the usual ITV prime-time fare on offer to

advertisers. As one buyer put it: ‘John Thaw pulls ’em in.’ And just

what he was pulling in were light TV viewing ABC1 adults.

Six national advertisers flocked to fill the first break which went out

at 20.55: the Daily Telegraph, Boots, the COI, NatWest, VW Golf and BT.

The Daily Telegraph had the programme wrapped up inasmuch as no other

newspaper was allowed to book a spot. And just to make sure viewers got

the message, the broadsheet slipped a plug into all three breaks.

Each of the other advertisers were turned on by the quality environment.

Boots, with its No 7 brand, saw a chance to reach lighter female

viewers; while for the COI, the whodunnit crime format was the ideal

setting for a relatively low-weight campaign for Special Constables.

NatWest believed the programme was one of the best spots of the month

because it offered ‘highly intensive viewing’. It was so impressed that

it topped and tailed the break.

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