Blonde, curvaceous and with an appetite for fame - all good
ingredients for ITV’s two-part drama Blonde Bombshell, which charted the
life and loves of Diana Dors, the UK’s Marilyn Monroe.
As well as being much hyped, Amanda Redman, who played the older Dors,
got significant press coverage for her part in the drama. Blonde
Bombshell promised to deliver a large audience.
And advertisers crowded into the first ad break, including: Ford Galaxy,
McDonald’s, HSBC Midland Bank, Nescafe Gold Blend, L’Oreal Fructis
shampoo, Cadbury’s Crunchie, Martini Extra Dry, Pantene Styling, L’Oreal
Excellence and Ambi Pur.
The buyer for HSBC Midland Bank felt the drama had little competition
and would therefore draw in a strong ABC1 adult audience.
Nescafe, which has traditionally targeted ABC1 housewives, is trying to
move towards the younger end of the women’s market, and Blonde Bombshell
provided a strong female-biased audience across all age groups.
The buyer for Cadbury’s Crunchie was keen to take advantage of a much
publicised programme which would pull in a young, adult audience.
Client: HBSC Midland Bank
Agency: New PHD
Buyer: Jennifer Park
Client: Nescafe Gold Blend
Agency: Universal McCann
Buyer: Simon Prindiville
Client: Cadbury’s Crunchie
Buyer: Dan Clays
Programme: Blonde Bombshell
Station: ITV Granada region
Date: 27 April, 21.00
Break transmission time: 21.20
BARB: 24 women TVRs (live)