Agency: BMP DDB
Buyer: Sharn Delf
Agency: J. Walter Thompson
Buyer: Bobby Din
Buyer: Peter Belkin
TV station: ITV LWT
Date: 21 June, 20.30
Break transmission time: 20.45
Barb: 22 women ratings (live)
ITV has taken a battering of late for its lacklustre schedule, but the
entrance of Savannah, a glossy US soap billed as the new Dynasty, could
help revive its fortunes.
The programme is looked upon by many agencies as one of the few
opportunities to target the army of women who have been turning their
backs on the box during Euro 96.
There were seven advertisers in the first break: Gillette Sensor
Excel for Women; Muller Lite; two for L’oreal - Vitamin Radiance and
Ambre Solaire; Kellogg’s Fruit and Fibre; Sainsbury’s; and Pepsi-Cola’s
For advertisers, the major draw was that Savannah was the first outing
for a much-hyped show that was likely to attract young women. This was
certainly the case for L’Oreal and Gillette, which saw Savannah as a
potential highlight in a poor schedule.
For Muller, the spot was viewed as unique for June, offering a good
opportunity of drawing its target market of young housewives. It wasn’t
the natural home for Mountain Dew, which took a chance on its first-run
appeal, but may not buy into such a break in the future.