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

As David Sanderson, the sales director of Carlton Digital Sales, pointed out, there is not an abundance of people in the UK that currently own the requisite equipment to receive ONdigital.

As David Sanderson, the sales director of Carlton Digital Sales,

pointed out, there is not an abundance of people in the UK that

currently own the requisite equipment to receive ONdigital.



But for those who chose to advertise on Sunday night, the typical

profile of the audience was almost a certainty. People who have signed

up for the service are, by definition, early adopters and almost

certainly fulfilling an upmarket profile.



Advertisers in the first centre break of the Motor Show were Vauxhall

Frontera, Worthington, Heathrow Express and COI euro preparation.



Worthington’s audience profile is broader than the expected audience for

Carlton World, but the buyer recognised there would be some overlap and

was attracted by the cost-effectiveness of advertising on the

channel.



The Heathrow Express buyer said: ’People who use Heathrow Express are

the type of people who are opinion formers and are respected, which

matches the profile of early ONdigital viewers. Carlton World has got a

great offer and is bound to do well.’



The COI buyer explained that getting on to ONdigital gave MediaVest a

good chance to learn about the package in its early stages.



’With the direct response element to the ads, we will get a lot of

detailed information about the people watching.’





Client: Worthington

Agency: BBJ Media Services

Buyer: Simon Woodward

Client: Heathrow Express

Agency: Booth Lockett Makin

Buyer: Pedro Avery

Client: COI euro preparation

Agency: MediaVest

Buyer: Kevin West

Programme: Motor Show

TV station: Carlton World

Date: 15 November 1998, 22.00

Break transmission time: 22.20

BARB: n/a



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