Agency: CIA Medianetwork
Buyer: Mike Taylor
Client: AA Insurance
Agency: Zenith Media
Buyer: Amanda Mould
Client: Bacardi Spice
Agency: Universal McCann
Buyer: Paul Gidley
Prog: Space: Above and Beyond
TV station: Sky One
Date: 13 March, 20:00
Break transmission time: 20:13
BARB: 6 adult TVRs (live)
The producers of the X-Files are hoping to repeat their success on the
off-beat sci-fi front with a new series called Space: Above and Beyond.
A two-hour pilot last Wednesday on Sky One took a 40 per cent share of
the satellite audience.
Surprisingly, given its macho build-up, the programme attracted a lot of
advertisers seeking ABC1 women. Boots No 7, Neutrogena, Domestos,
Wrangler Jeans, Cadbury’s Roses, AA Insurance, McDonald’s and Bacardi
Spice all lined up in the first break.
Neutrogena chose the show because it was a pilot, which, according to
BMP Solutions in Media, is a good way to pick up ABC1 women. Boots No 7
was after 25- to 44-year-old women, while Bacardi Spice chose it to
reach the lads.
For AA Insurance it was the likely youthful audience skew that was the
draw, offering the AA a way of expanding its traditional older, upmarket
CIA Medianetwork chose the show for Wrangler because of the promise that
it would match the X-Files for quality and cult status and for the 20-
something audience it was likely to attract. That same promise also drew
McDonald’s and Domestos to the show.