MEDIA: TV MONITOR/A WEEKLY LOOK AT WHO’S BUYING WHAT AND WHEN

Client: Vauxhall Agency: Lowe Howard-Spink Buyer: Danny Goldman

Client: Vauxhall

Agency: Lowe Howard-Spink

Buyer: Danny Goldman



Client: Safeway

Agency: Zenith

Buyer: Jim Van Der Meersch



Client: BT

Agency: IDK

Buyer: Martin Allison



Programme: Buffalo Girls

TV station: Channel 4

Date: 1 July, 21.00

Break transmission time: 21.28

Barb: 9.2 housewife ratings (live)



Channel 4 seems to have caught a mild bout of the ITVs lately - namely,

disappearing audiences. So, the success of Buffalo Girls, its new two-

part drama series, must have given cause for muted celebration at

Horseferry Road.



On the strength of strong previews, copious amounts of hype and an

impressive line-up of stars (Anjelica Huston, Melanie Griffith, Gabriel

Byrne), six advertisers squeezed into the first break: Vauxhall, Martini

Extra, Safeway, BT, Birds Eye and S. C. Johnson.



Both Martini and Safeway went for the top-and-tail approach. For

Martini, it was an opportunity to showcase its new ten-second ads for

the Extra brand as well as targeting its core audience of trendy girls.

For Safeway, the two-pronged strategy had a two-fold aim: to convey the

core brand message and to alert consumers to a particular offer that

week (in this case, Haagen-Dazs). While Buffalo Girls offered Vauxhall

only marginal coverage, it is guaranteed weight by the frequency of the

campaign.



BT seized the chance to hit on its core 16-34 housewife audience, while

the others were also confidently chasing a sizeable ABC female audience.



Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

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).