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

Brass Eye was due to debut at the end of last year. Then, days before the first episode went on air, Channel 4 pulled the plug. Was it because it had bowed to Home Office pressure, or was it a ploy by Brass Eye’s presenter, Chris Morris, to garner extra publicity?

Brass Eye was due to debut at the end of last year. Then, days

before the first episode went on air, Channel 4 pulled the plug. Was it

because it had bowed to Home Office pressure, or was it a ploy by Brass

Eye’s presenter, Chris Morris, to garner extra publicity?



Advertisers were banking on the latter and four of them made sure they

were in the middle break: Patak Indian Foods, Renault, Equitable Life

and DHL.



The rationale for Renault and Patak Foods was to have a presence in a

new programme.



Renault, a heavy spender on Channel 4, was looking for extra coverage

and different viewers. Not only did it book a spot for the Megane, but

it also ran a ’bulletin’ at the end of the break, one of a set of

executions conveying information about the car to create interest in a

cluttered marketplace.



DHL was chasing young, upmarket males and felt what the programme lacked

in volume was offset by the purity of the audience. Incidentally, the

disappointing viewing figures led some buyers to question whether

Channel 4 ought to consider scheduling its new series between two

established core programmes.





Client: Renault Megane

Agency: Optimedia

Buyer: Paul Welch

Client: Patak Indian Foods

Agency: CDP Media

Buyer: Robbie Morton

Client: DHL

Agency: CIA Medianetwork

Buyer: Erwin Hudson

Programme: Brass Eye

TV station: Channel 4

Date: 29 January, 21.30[

Break transmission time: 21.45

Barb: 2.2 TVRs 16- to 24-year-old men



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