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

Emily Bronte’s Wuthering Heights, one of the most famous novels of the 19th century, was the latest English classic to get the television treatment in a pounds 2.5 million, 140-minute epic.

Emily Bronte’s Wuthering Heights, one of the most famous novels of

the 19th century, was the latest English classic to get the television

treatment in a pounds 2.5 million, 140-minute epic.



The passionate tale of the tempestuous Heathcliff and capricious Cathy

unfolded against the dramatic backdrop of the wind-swept Yorkshire

moors.



Classic blockbusters are always a good bet for attracting a reasonably

upmarket female audience, but the six advertisers in the first break

represented a range of targets.



Hallmark Cards, McVitie’s Penguin, Homebase, Toyota Avensis, Andersen

Consulting and Ronseal Varnish all bought into the break.



Hallmark Cards wanted to capture the upmarket women it knew would be

watching, and the emotional tale told in its TV spot made a good match

with the programme’s content.



Penguin’s policy is to buy into ITV’s one-off dramas, as this enables

the brand to pick up lighter, more sophisticated viewers.



Homebase believes it is important to have a presence in high-profile new

programming which gets plenty of promotion through ITV and the TV

critics.





Client: Homebase

Agency: New PHD

Buyer: Harriet Perry

Client: Hallmark Cards

Agency: Leo Burnett

Buyer: Nicola Hall

Client: Penguin

Agency: Leo Burnett

Buyer: Jim Krauer

Programme: Wuthering Heights

TV station: ITV, LWT

Date: 5 April, 20.00

Break transmission time: 20.25

BARB: 18.9 Housewives TVRs (live)



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