Client: Vauxhall Astra
Agency: Lowe Howard-Spink
Buyer: Harriet Perry
Agency: Zenith Media
Buyer: Jim Vander-Meersch
Client: Michelin Tyres
Agency: MBS Media
Buyer: Bruce Hayward
TV station: Channel 4 London
Date: 29 April, 22.00
Break transmission time: 22.20
Barb: 4 ABC1 adult ratings (live)
By the time Channel 4 got its teeth into Dennis Potter’s Karaoke, the
show had already received less than glowing reviews and many die-hard
Potter fans had probably seen it on BBC1 the night before.
The jury is still out on whether Channel 4 has been sold a bummer in the
name of a tribute, but on the evidence of the first week’s figures the
fact that the show was a repeat did little to dent its ratings.
Six advertisers rubbed shoulders in the first ad break of the first
episode: Vauxhall Astra, Equitable Life, Michelin Tyres, Barclaycard,
Safeway and First Direct.
Most of the agencies that booked into the break were hoping that Channel
4’s audience profile would attract a lot of viewers who wouldn’t watch
the show on BBC1. There was also the opportunity to tap into the new
viewers attracted to the second screening by the ‘did you see?’ factor.
Channel 4 also, of course, offered advertisers the only opportunity to
book into the show. The anticipated 25- to 54-year-old affluent Channel
4 viewer drew in the financial services advertisers and Vauxhall.
Safeway and Michelin Tyres were also keen to capitalise on all the pre-