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

Client: British Airways Agency: Optimedia Buyer: Susie Martin

Client: British Airways

Agency: Optimedia

Buyer: Susie Martin



Client: Safeway

Agency: Zenith Media

Buyer: Tracy Stern



Client: BT Yellow Pages

Agency: IDK Media

Buyer: Simon Curley



Programme: Moll Flanders

TV station: ITV Meridian

Date: 1 December, 21.00

Break transmission: 21.20

Barb: Women 26.8 TVRs (live)



As the nation bated its breath and girded its loins for the bodice-

ripping saga of this 18th-century vixen last Sunday week, a line of

blue-chip advertisers jostled for the right to make hay with the

viewers.



They were not to be disappointed. As the bosoms heaved and the rump

pumped, the attention of the close on 11 million adult voyeurs who tuned

in could not have been higher. In the first ad break, British Airways

Clubworld, Safeway, Entenmann’s, Yellow Pages, Archers and a second

Safeway spot ran. Luckily, in neither of the Safeway ads did Harry ask

Molly for a snog.



There wasn’t too much cerebral strategy behind the media placement. Such

appointments to view are what make all those tricky negotiations with

ITV so worthwhile.



For Yellow Pages, the high ABC1 appeal was important, and it didn’t hurt

that the execution - ‘thank you for the days’ - mirrored the historical

nature of the drama.



But the 26.8 women TVR figure would be most welcome to Safeway, who

topped and tailed the break with two 20-second spots for its ‘value’

drive which relates to in-store offers (this week, Brussels sprouts and

mince pies).



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