Agency: Leo Burnett
Buyer: Rupert Turnbull
Agency: BMP Solutions in Media
Buyer: Richard Foster
Agency: BBJ Media Services
Buyer: Shaun Jordan
Programme: Tonight with Richard Madeley and Judy Finnigan
TV station: ITV Granada
Date: 13 May, 19.00
Break transmission time: 19.15
Barb: 17.5 housewife ratings (live)
BARB: 4(ABC1 women)
Richard Madeley and Judy Finnigan’s new vehicle - an evening chatshow -
looked like scoring a massive coup on its first outing. Who could resist
the combination of Richard and Judy, O. J. Simpson and Neil Diamond?
The show failed to live up to its promise, and the O. J. interview was a
complete shambles. But at least Granada got something right - the pre-
show publicity and the lure of O. J. pulled in the viewers.
Three advertisers nestled together in the centre break: McVities Ace
Biscuits, Gillette’s Natrel and Skoda.
The advertisers were attracted by the hype that had built up around the
O. J. roadshow.
Skoda, in the first week of a new burst of advertising, was looking for
quick cover build. This show promised to do the trick. Natrel,
meanwhile, wanted a high-profile vehicle to draw in female consumers.
McVities was conducting a direct response TV campaign to test the
response rate for spots at different times of the day. Initial figures
suggest that the Tonight slot did not generate significantly different
levels of response to the other times that were tested.