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.
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)