Client: Virgin Atlantic Agency: Manning Gottleib Media Buyer: Nick Manning

Client: Virgin Atlantic

Agency: Manning Gottleib Media

Buyer: Nick Manning

Client: Harrods

Agency: AMV BBDO

Buyer: Jim McDonald

Client: L’Oreal

Agency: Universal McCann

Buyer: Andy Berry

Programme: Secret History

TV station: Channel 4 (London and South)

Date: 11 July, 21.00

Break transmission time: 21.20

Barb: 5.4 ABC1 men (live)

Much was expected of the new series of Secret History, especially as the

opening episode promised a long overdue re-evaluation of the Falklands

battle for Goose Green.

Unfortunately, 14 years on, the majority of the ‘Gotcha’ Sun-reading

fraternity didn’t seem to care quite so passionately and the programme

failed to chalk up as many ratings as anticipated.

Despite this, the slot delivered what most of the advertisers were after

- light, upmarket viewers, skewed slightly towards men. Six advertisers

made a showing in the first break in London and the South: Virgin

Atlantic, Harrods, Magnet, Ciba Program, Continental Tyres and L’Oreal.

For Virgin, the programme was perfect for attracting a thirtysomething,

BMW-driving affluent audience. The key was to select a programme viewers

had actually tuned in to watch. For Ciba Program, makers of flea

tablets, the slot proved invaluble in targeting hard-to-reach viewers

(it’s a strange fact: cat owners are light TV watchers). For L’Oreal,

Secret History wasn’t a huge part of the schedule, but dovetailed neatly

with its strategy of targeting 35- to 64-year-old women.

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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).