Channel 5 is doing pretty well in the new area of sex-u-soaps -
those factual sexposes that are the new docusoaps. After a successful
run of one-offs in this genre, This Wonderful Life should be a winning
formula: the celebrity sexpose.
This week it was EastEnders’ Ross Kemp who got the unauthorised
biography treatment as ’TV’s sexiest slaphead’. We followed his progress
from cute schoolboy with glossy curls to a personal appearance in a
Bournemouth nightclub, surrounded by leering fans.
Advertisers in the ad break were: Fairy Antibacterial, Fiat Seincento,
Garnier Synergy, I Can’t Believe It’s Not Butter, Powergen and Disprin
Procter & Gamble’s Fairy anti-bacterial liquid chose this slot because
it wanted to attract the valuable light viewing audience as well as a
broad audience base.
The buyer for Fiat Seincento was keen to be in a break which would pull
in an upmarket ABC1 adult audience with a female skew.
I Can’t Believe It’s Not Butter doesn’t buy many peak spots and is
careful in its choices. This promised to be real appointment- to-view
Client: Fairy Antibacterial
Agency: Saatchi & Saatchi
Buyer: Andrew Wolstencroft
Client: I Can’t Believe It’s Not ...
Agency: Initiative Media
Buyer: David Williams
Client: Fiat Seincento
Buyer: Ricki Assenheim
Programme: This Wonderful Life
TV station: Channel 5
Date: 11 August, 20.00
Break transmission time: 20.14
BARB: 1.3 16-34 men TVRS (live)