Programme: Miss World 1998
TV station: Channel 5
Date: 26 November 21.00
Break transmission time: 21.23
BARB: Women 6.9 Adults 16-34 5.9 TVRs (live)

Programme: Miss World 1998

TV station: Channel 5

Date: 26 November 21.00

Break transmission time: 21.23

BARB: Women 6.9 Adults 16-34 5.9 TVRs (live)

After an absence of nine years, Miss World returned to our screens on

Channel 5. The beauty pageant, which was launched 47 years ago, bowed

out of terrestrial TV in 1988 after falling foul of feminist protests

and low ratings. Its format has changed, with the 85 contestants now

swimming, waterskiing and playing volleyball. Miss Israel scooped the


The revamped show promised to pull in a stronger audience than usual for

Channel 5. Advertisers in the first ad break were: Max Factor, Tetley

Bitter, UIP’s film, Out of Sight, L’Oreal Fructis, Chanel No 5, Polygram

Records, Vodafone and Carte Noire.

For Max Factor, Miss World offered an ideal opportunity. Advertising for

beauty products could not find a better place to guarantee a large

female audience.

The TV buyer for Carlsberg-Tetley saw an opportunity to take advantage

of a good male audience which would be leering at the long-legged

entrants and probably settling back with a can or two of beer.

Vodafone was keen to take advantage of the audiences attracted by the

high-profile promotion around the programme.

Client: Max Factor

Agency: P&G Buying Unit

Buyer: Andrew Wolstencroft

Client: Carlsberg-Tetley

Agency: Zenith Media

Buyer: Gordon Domlija

Client: Vodafone

Agency: BMP Optimum

Buyer: Andy Carter

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