MEDIA: TV MONITOR/A WEEKLY LOOK AT WHO’S BUYING WHAT AND WHEN

Client: W. H. Smith Agency: Motive Buyer: Peter Edwards

Client: W. H. Smith

Agency: Motive

Buyer: Peter Edwards



Client: Ford

Agency: The Network

Buyer: Caroline Bamford



Client: After Eight

Agency: J. Walter Thompson

Buyer: Claus Schiko



Programme: Muriel’s Wedding

TV station: The Movie Channel

Date: 21 November, 20.00

Break transmission time: 19.56

Barb: 16-34 women, 1.34 TVRs



At the movies, the Australian film, Muriel’s Wedding, was a surprise

hit. As the nation - or the bit of it that subscribes to the Movie

Channel - settled down to catch what they missed at the cinema,

no fewer than eight advertisers jostled for attention in the break

leading up to the TV premiere.



The boys at Motive, on behalf of W. H. Smith, followed the planner’s

brief (faxed from Abbott Mead Vickers BBDO) to the letter. ‘Family

gatekeepers, that’s who you need to target,’ they were instructed.

‘Housewives with kids, that’s what that means,’ they thought. Quite

right too.



The Ford Ka was first in the break for less scientific reasons. The

consensus at the Network was that this was a bloody good film. The

mindset, rather than the demographic, was the key.



Country Music TV, Rowntree’s After Eight, Birds Eye White Meat, the

Australian Tourist Commission (for obvious reasons), Chanel No 5 and

Vidal Sassoon were the other competing brands.



For After Eight, the target was light viewers who had made an

appointment to view, with the possibility also of catching some older

viewers who tend to plan their Christmas shopping in advance.



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