TV Monitor/A Weekly look at who’s buying what and when

The Investigator, starring Helen Baxendale of Cardiac Arrest fame, was a drama based on a true story involving lesbianism and the army, all of which contributed to the mass of publicity that trailed the programme.

The Investigator, starring Helen Baxendale of Cardiac Arrest fame,

was a drama based on a true story involving lesbianism and the army, all

of which contributed to the mass of publicity that trailed the

programme.



There were seven advertisers in the first break: the Vauxhall Corsa, AA

Home Insurance, Hovis, Project Golden (Goldfish), BT, Kenco and NatWest

Bank.



The programme proved hugely popular with advertisers because it was a

rare, high-quality drama. This is exactly what NatWest, which is buying

ABC1 men, was looking for and Channel 4 is a key part of its TV ad

schedule.



Hovis was looking for the more discerning and upmarket housewife who, as

a lighter viewer, is likely to be attracted to high-quality dramas.



The AA and BT, which is on TV for most of the year, are always looking

for programmes that are going to give them the biggest hit among the

ABC1 audience so, with all the advance publicity, the Investigator was

perfect.



Vauxhall was looking for upmarket men and women and, although this

appealed slightly more to women, it fitted perfectly into Vauxhall’s

strategy of seeking out unique programming.



Client: Vauxhall

Agency: Western Int Media

Buyer: Hitesh Bhatt

Client: AA Insurance



Agency: Zenith Media

Buyer: Yvonne Akhuit

Client: BT

Agency: Negotiation Centre

Buyer: Nick Evans

Programme: The Investigator

TV station: Channel 4, national

Date: 6 May, 21.00

Break transmission time: 21.30

BARB: Women 16-24 7 TVRs (live)