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

Blondes and big breasts - this show was guaranteed to be a winner with some viewers - but not just leery men. It seems the programme attracted women as well.

Blondes and big breasts - this show was guaranteed to be a winner

with some viewers - but not just leery men. It seems the programme

attracted women as well.



As an example of Channel 5’s successful one-off documentaries series,

Swindon Superbabes was a banker and, backed by the sort of ad campaign

banned by the Independent, it was sure to generate the ’did you see’

factor the channel desperately needs.



Seven advertisers squeezed into the centre break: VO5 Wax, Max Factor,

Renault Megane, Beamish and, from the music industry, the Warner Disco

Mix, Polygram’s Into the Blue and Global’s Drop Dead Gorgeous.



For Renault’s media buyer, the show promised additional coverage because

it was a little bit different. In the search for ABC1 males aged 25-44,

the programme was also likely to draw light viewers.



Max Factor was keen to tap into the show’s glamorous subject matter.



Again, the knowledge that the show would attract light viewers not

easily attainable elsewhere was a major attraction.



For VO5 Wax, there was a clear synergy with the creative executions and

the humour of the show.





Client: Renault

Agency: Optimedia

Buyer: Paul Welch

Client: Max Factor

Agency: Saatchi & Saatchi

Buyer: Andrew Walstencroft

Client: Alberto VO5

Agency: TMD Carat

Buyer: Clodagh Walsh

Programme: Swindon Superbabes

TV station: Channel 5

Date: 17 March, 21.50

Break transmission time: 22.10

BARB: 16-34 women 4.5 TVRs (live)