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

For period drama junkies, ITV’s new Hornblower provided a fix of three-cornered hats and dashing manliness. The first of four feature-length dramas based on CS Forester’s short stories, this made a serious dent in ITV’s drama budget.

For period drama junkies, ITV’s new Hornblower provided a fix of

three-cornered hats and dashing manliness. The first of four

feature-length dramas based on CS Forester’s short stories, this made a

serious dent in ITV’s drama budget.



The plot revolves around Forester’s naval hero, Hornblower, and explores

England’s war with France in the late 19th century.



Seven advertisers crowded into the first ad break: Honda Accord,

Barclays Bank, Maltesers, Polygram Video, Vileda Freshmate, CGU and BT

Highway.



Maltesers chose an ad spot which would attract women of all ages and

believed Forester’s drama could provide access to an attractive upmarket

audience.



CGU, which broke its launch advertising campaign last week following its

recent merger between Commercial Union and General Accident, was keen to

tap into a male-biased audience attracted by the military drama.



With the heavy promotion surrounding Hornblower, the first ad break

promised to pull in strong audiences.



BT Highway chose the break because it was keen to attract a high AB

adult audience which would pick up light viewers, a key target market

for the BT service.





Client: Maltesers

Agency: Zenith Media

Buyer: Martin Radford

Client: CGU

Agency: The Negotiation Centre

Buyer: Richie Dahill

Client: BT Highway

Agency: Allmond Partnership

Buyer: Leigh Yoxall

Programme: Hornblower

TV station: ITV Carlton

Date: 7 October, 20.00

Break transmission time: 20.23

BARB: Housewives 13.5, Men 12.7 TVRs (live)



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