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

Although the chief executive of Channel 4, Michael Jackson, pledged last year to cut US imports, Ally McBeal has made its way over the Atlantic to be hailed as the biggest TV comedy phenomenon since Friends. The series revolves around a twentysomething lawyer with an overactive imagination who ends up having to work with her ex-boyfriend.

Although the chief executive of Channel 4, Michael Jackson, pledged

last year to cut US imports, Ally McBeal has made its way over the

Atlantic to be hailed as the biggest TV comedy phenomenon since Friends.

The series revolves around a twentysomething lawyer with an overactive

imagination who ends up having to work with her ex-boyfriend.



The programme’s twist is its use of fantasy sequences, outwardly

depicting McBeal’s internal emotional traumas. The series proved a great

hit with young professional women when it made its debut in the US and

the opening episode drew in a strong core audience of 16- to 34-year-old

women over here. The advertisers in the first ad break were: Coca-Cola,

EFD, Mars, AA Membership, McCain Micro Chips and Ford Escort.



Ally McBeal provided a perfect environment for Coca-Cola - a US comedy

airing for the first time and attracting a young audience.



For the Mars TV buyer, the hype around the new series meant it would

draw in a good audience. The buyer for AA Membership was looking for a

slot which fell in a new programme on Channel 4, attracting audiences

willing to try something new.





Programme: Ally McBeal

TV station: Channel 4

Date: 6 June, 22.00

Break transmission time: 22.20

BARB: Women 16-34 8.9 TVRs (live)

Client: Coca-Cola

Agency: Universal McCann

Buyer: Richard Oliver

Client: Mars

Agency: MediaVest

Buyer: Seb Biggins

Client: AA Membership

Agency: Zenith Media

Buyer: Matthew Huntingford



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