Client: Renault Megane Agency: Optimedia Buyer: Paul Welch

Client: Renault Megane

Agency: Optimedia

Buyer: Paul Welch

Client: Eurostar

Agency: MGM

Buyer: Karen Mayer

Client: House of Fraser

Agency: The Media Centre

Buyer: Phil Cresswell

Programme: Never Mind the Horrocks

TV station: Channel 4

Date: 19 September, 22.00

Break transmission time: 22.20

Barb: 3.5 ABC1 housewives

Never Mind the Horrocks was a one-off programme in which Jane Horrocks,

who is best known for playing Bubble in Absolutely Fabulous, got a

chance to show off her singing, acting and impersonating talents.

Advertisers had a unique opportunity to reach the sort of people who

want to watch an hour of Horrocks, many of whom turned out to be ABC1


The audience weighting took some buyers by surprise, particularly

Renault Megane, which was officially targeting ABC1 men. But Renault

claims to have been happy with the viewing figures because the show

brought in extra upmarket, casual viewers.

Eurostar wasn’t looking for housewives either, but was attracted by

Horrocks’ reputation as a rising star who would appeal to the more

adventurous viewer.

The Daily Mail and House of Fraser, however, homed in on their usual

target audience. House of Fraser picked the programme in the hope that

Horrocks would attract trendy, upmarket females.

Similarly, the Daily Mail found a good audience for its Guinness Book of

Records promotion.

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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).