TV MONITOR: A WEEKLY LOOK AT WHO’S BUYING WHAT AND WHEN Photographs (Omitted)

Underworld is the sort of homegrown series Channel 4 usually does so well and, with a strong cast including James Fleet and Susan Woodridge, this dark comedy thriller had all the ingredients for another success.

Underworld is the sort of homegrown series Channel 4 usually does

so well and, with a strong cast including James Fleet and Susan

Woodridge, this dark comedy thriller had all the ingredients for another

success.



Written by Drop the Dead Donkey’s Andy Hamilton, Underworld merges

suburban life with the criminal underworld - with both comic and

disturbing results for the brother and sister, William and Susan.



Just three national advertisers bought into the first break: AA

Insurance, Honda and Barclaycard. All were keen to capitalise on the

launch of a series. For the AA, however, the main aim was to boost

coverage.



The AA typically uses Channel 4 to maximise coverage against its target

of ABC1 housewives to generate reaction for this direct response

campaign.



For Honda, the comic nature of the programme tied in well with the use

of the Men Behaving Badly characters in its ad for the CRV.



Barclaycard was keen to reach upmarket light viewers likely to tune into

a new series on Channel 4 for the final installment of its Bough and

Latham series.



Programme: Underworld

TV station: Channel 4

Date: 4 November

Break transmission time: 22.20

BARB: Housewives with kids, 6 TVRS (live)

Client: AA

Agency: Zenith Media

Buyer: Yvonne Ahkuit

Client: Honda

Agency: CDP Media

Buyer: Robbie Morton

Client: Barclaycard

Agency: BMP Optimum

Buyer: Jonathan Allan



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