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

Streetmate kicked off last week, the first in a ten-part series providing a welcome alternative to the conventional blind date format.

Streetmate kicked off last week, the first in a ten-part series

providing a welcome alternative to the conventional blind date

format.



A cheerful and sassy Davina McCall picks people off the street in cities

around the country and helps them to find their perfect partner.



Running around the streets, McCall swoops on a candidate and then

frantically runs around pulling out possible partners until they find

the right one.



Unfortunately, quite a lot of those fancied already had other halves,

which showed the programme’s spontaneous authenticity and eerily echoed

the predicament of many single people.



Four advertisers appeared in the first ad break: Stafford Miller’s

Nytol, Levi’s 501, Sony Playstation’s new game, Duke Nukem, and

Twentieth Century Fox’s Titanic video.



The TV buyer for the Titanic video chose to advertise during a programme

which would bring in the product’s target audience of 16- to

34-year-olds and was confident that Channel 4’s promotion of the series

would pull in strong ratings.



Levi’s 501 used top and tail ads in the break, and the campaign’s take

on the originality of Levi’s neatly echoed the original take on the

dating programme format.



The TV buyer for Sony’s 3D game, Duke Nukem, sought a spot which would

appeal to both men and women aged 16 to 34.





Client: 20th Century Fox

Agency: MediaVest

Buyer: Ricki Assenheim

Client: Levi’s 501

Agency: Motive

Buyer: Will Phipps

Client: Playstation’s Duke Nukem

Agency: Total Media

Buyer: Anita Rayat

Programme: Streetmate

TV station: Channel 4

Date: 30 October 1998, 21.30

Break transmission time: 21.45

BARB: Women 16-34, 8.6 TVRs (live)



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