Client: First Direct Agency: Pattison Horswell Durden Buyer: Nick Howell

Client: First Direct

Agency: Pattison Horswell Durden

Buyer: Nick Howell

Client: Nissan

Agency: Eurospace

Buyer: Andy Beswick

Client: Guinness

Agency: The Network

Buyer: Sabin Brooks

Programme: And the Beat Goes on

TV station: Channel 4

Date: 19 March, 22:00

Break transmission time: 22:20

BARB: 6 16-34 adult TVRs (live)

The gritty new drama, And the Beat Goes on, has been billed as Channel

4’s answer to BBC2’s triumphant Our Friends in the North. In

anticipation of the show attracting similar ABC1 audiences, six

advertisers lined up for the first ad break in the inaugural episode

of the eight-part series.

First Direct dominated the break, taking the first ad slot for a four-

second film, following up with two three-second ads later in the break.

The blitz was followed by a 30-second ad in the second break. And the

Beat Goes on was chosen for this advertising activity because it was one

of the highest profile programmes among Channel 4’s ‘specials’ for that


For TMD Carat, the show’s roots in the 60s Liverpool music scene

prompted a ten-second teaser for Parlophone’s Beatles Anthology. TMD’s

sister agency, Eurospace, hoped to tap into interest in the Beatles’ era

for Nissan, adding unique coverage of ABC1 men.

Guinness was chasing a male audience, and its black-and-white, 60s style

ad complemented the programme’s theme. Bacardi was also looking for

younger, male adults, while the lure of ABC1 housewives drew Anchor

Butter to the slot.

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