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

Rosie Boycott, the editor of the Express, scored a double publicity coup last week. Not only was she a contributing editor to Campaign’s 30th anniversary issue, but she was the subject of Channel 4’s prestigious Cutting Edge documentary.

Rosie Boycott, the editor of the Express, scored a double publicity

coup last week. Not only was she a contributing editor to Campaign’s

30th anniversary issue, but she was the subject of Channel 4’s

prestigious Cutting Edge documentary.



Not that it painted her in a very flattering light. Boycott’s last days

at the Independent showed a rather un-rosy Rosie. But the

no-holds-barred approach to the stark reality of a struggling newspaper

provided entertaining - if slightly depressing - viewing.



Advertisers in the first break were Teletext, Kellogg’s All Bran,

Kleenex, Toyota Avensis, IBM and CenterParcs.



Toyota’s strategy is to target lighter-viewing ABC1 men, and a Channel 4

documentary is more or less guaranteed to pull in just that kind of

audience. The mass-viewing programming on alternative channels would

also encourage more borderline viewers to watch Cutting Edge.



Kleenex Velvet is aiming at housewives, and the buyer said the humorous

copy fits in well with most environments.



The IBM buyer knew the programme would attract a heavily ABC1-biased

audience, and also thought that it was the type of programme that people

would think about and watch closely.





Client: Kleenex

Agency: Roose & Partners

Buyer: Nigel Tribe

Client: Toyota

Agency: Zenith

Buyer: Marie Carey

Client: IBM

Agency: MindShare

Buyer: Phil Macauley

Programme: Cutting Edge Special, Independent Rosie

TV station: Channel 4

Date: 13 September, 21.00

Break Transmission time: 21.20

BARB: 1.9 ABC1 men TVRs (live)



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