Client: Toyota Agency: Zenith Media Buyer: Victoria Williamson

Client: Toyota

Agency: Zenith Media

Buyer: Victoria Williamson

Client: TGI Fridays

Agency: Universal McCann

Buyer: Phil Tattersall

Client: News of the World

Agency: TMD Carat

Buyer: Mark Weaver

Programme: The Gaby Roslin Show

TV station: Channel 4

Date: 13 April, 21.00

Break transmission time: 21.20

Barb: 5 16-34 adult TVRs (live)

Gaby Roslin’s polished girl-next-door character has been given a new

platform, designed to breathe life into the old chat-show format.

In the new show, Roslin acts as the chat-show host with a sympathetic

ear rather than a show-stealing raconteur.

Seven advertisers took advantage of the first ad break: Yakult, Inland

Revenue, Colgate, TGI Fridays, Toyota and News International. The

publisher’s News of the World and the Sunday Times newspaper brands

topped and tailed the break.

Saturday evening is an ideal time to advertise Sunday papers, but on

this particular Saturday there were so many other papers jostling for

airtime that the News International titles were forced to share the same


The two papers were lured by the show’s promise of a young, upmarket


It was this that also drew in TGI Fridays. The restaurant chain was

looking for young people who enjoy going out but don’t mind watching TV

on a Saturday night.

Toyota hoped to capitalise on Roslin’s high profile and the fact that

the light-hearted tone of the show mirrors that of the Toyota Carina


Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).