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

OK, so we already knew that she had threatened to kill herself, had an abortion and a makeover, but the chance to see Monica close up, and talking, was an opportunity too good to miss.

OK, so we already knew that she had threatened to kill herself, had

an abortion and a makeover, but the chance to see Monica close up, and

talking, was an opportunity too good to miss.



She looked great - in the neck-up shots, anyway, was eloquent and

charmingly girlish at times, and had teeth to die for. But the real coup

belonged to Channel 4, for securing one of only two interviews with the

most famous woman in the world (this week, at least).



It was always going to be a ratings grabber and the hype, even before

Channel 4 got its marketing teeth into it, was enough to get advertisers

clamouring for an airing. Five lined up in the first ad break: BA, VW

Passat, Standard Life, BT and the movie, Pleasantville.



For BT, the slot offered a good opportunity to reach light viewers with

its ’get back’ campaign. The high-profile nature of the interview also

ensured a big audience.



BA was looking for a strong ABC1 audience with a healthy dose of light

viewers who would be drawn in by the one-off special nature of an

exclusive interview.



For Standard Life, the show was an ideal way to reach the sort of 25- to

55-year-old consumer that the brand is targeting.



Client: BT

Agency: TAP Buyer: Matt Waller

Client: BA

Agency: Optimedia Buyer: Suzie Martin

Client: Standard Life

Agency: Feather Brooksbank

Buyer: Nick Stewart

Programme: Monica - the Interview

Station: Channel 4, London Date: 4 March, 21.30

Break transmission time: 21.50

BARB: 6 AB Men TVRs (live)



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

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).