TV Monitor/A Weekly look at who’s buying what and when

Making their debut on Channel 4, the Geordie actors-turned-pop-stars-turned-TV-presenters got off to a cracking start as Ant quipped: ’You know why it’s called Channel 4? Because that’s its average audience.’ Or, as someone else put it, that’s double the audience of the Big Breakfast.

Making their debut on Channel 4, the Geordie

actors-turned-pop-stars-turned-TV-presenters got off to a cracking start

as Ant quipped: ’You know why it’s called Channel 4? Because that’s its

average audience.’ Or, as someone else put it, that’s double the

audience of the Big Breakfast.



One would have thought the two would have been more at home on Channel 4

than the BBC. However, on first viewing, it was not as unzipped as it

was cracked up to be.



Still, three advertisers fought it out in the break: Pepsi Max, Crosse

and Blackwell’s Branston Pickle and Spillers’ Winalot.



The attraction for them was, partly, being on a first-run show. The

programme, although aimed chiefly at pre-teens and teens, also has a

record of attracting older viewers in the 16 to 34 age range.



Branston Pickle was certainly looking for that older end - particularly

students keen on easy meals. For Pepsi Max, in search of zany comedy and

off-the-wall programmes, Ant and Dec, on paper at least, looked like a

perfect place to be.



While it appears an odd spot for Winalot, the brand was aiming at

children with dogs, who influence the family choice of petfood.



Client: Pepsi

Agency: BMP DDB

Buyer: Peter Belkin

Client: Crosse and Blackwell

Agency: McCann-Erickson Buyer: Andrew Quin

Client: Spillers

Agency: The Network

Buyer: Anthony Greenidge

Programme: Ant and Dec Unzipped

TV station: Channel 4 (England)

Date: 18 February, 18.25

Break transmission time: 18.45

Barb: Children 3.4 TVRs (live)



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