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

The Turner Prize has drawn its fair share of controversy this year - an all-woman shortlist and the notable absence of good, old-fashioned paintings and sculptures helped raise the profile of the event.

The Turner Prize has drawn its fair share of controversy this year

- an all-woman shortlist and the notable absence of good, old-fashioned

paintings and sculptures helped raise the profile of the event.



As high art met high drama, the mounting tension was captured in Channel

4’s live coverage of the prestigious awards ceremony last week. Three

national advertisers lined up in the first ad break in the show: Tate &

Lyle, Hankook Tyres and Kilkenny Beer.



For Kilkenny, the show matched the profile of the beer’s target

market.



The typical Kilkenny drinker is above-average intellect and likes to

keep on top of the latest trends, so the Turner Prize was a great

vehicle for the brand to underline that it’s a drink for egg heads.



Tate & Lyle has two target markets: your average housewife and what they

call Baking Boomers, those ABC1 housewives who dabble in a more

sophisticated form of home baking. The Turner Prize was a perfect

platform for hitting this latter category.



For Hankook Tyres, the Turner Prize Live was not an obvious choice but

added cover from light viewers.





Programme: Turner Prize Live

TV station: Channel 4

Date: 2 December, 21.00

Break transmission time: 21.20

BARB: ABC1 housewives 1.8 TVRs (live)

A still from Gillian Wearing’s Turner Prize winning video projection, 60

Minutes, Silence



Client: Kilkenny Beer

Agency: The Network

Buyer: Phil McCauley

Client: Tate & Lyle

Agency: Mediapolis

Buyer: Adrian Carter



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