Client: American Express
Agency: TMD Carat
Buyer: Mark Griffiths
Client: Littlewoods Pools
Buyer: Shaun Jordan
Buyer: Peter Bennett
Programme: Champions’ League, Juventus vs Manchester United
TV station: ITV Granada/Border
Date: 11 September, 19.20
Break transmission time: 20.15
Barb: 26.7 16-34 men TVRs (live)
Mike Southgate, ITV’s head of sport, says that ITV’s Champions’ League
broadcasts represent a unique advertising opportunity, with or without
UK team interest. Still, ITV will be hoping that Manchester United will
garner enough points to get them through to the quarter final.
The kick-off match, Manchester United versus Juventus, certainly got ITV
off to a good start, doing the numbers against young and upmarket male
Six advertisers lined up in the first ad break during half time: Adidas,
Rover 200, American Express, Littlewoods Pools, Toshiba laptop and
For most advertisers the fact that this was the first match of the
competition was the major draw.
The AB male audience and the dearth of programmes likely to generate
such demographics attracted American Express to the break.
For Littlewoods Pools the attraction of the male audience was
complemented by the obvious synergy between the football match and the
ad’s creative treatment.
It was a similar story for Orange, which has often taken the opportunity
to associate itself with high-profile, quality sporting events.