Now that Tony Blair himself is on the case, the country cannot
ignore the tragic antics of drippy Deirdre and the dastardly Jon.
The Monday episode of Corrie had millions on the edge of their seats to
see if the begoggled one would carry the can for the philandering pilot
- and at least half of that audience must have heaved a sigh of relief
to see her banged up.
Advertisers queuing up to be adjacent to Deirdre’s misfortune were the
Laughing Cow, Iceland, Brita water filters, Calgon, Kellogg’s Just Right
and Haze 2-in-1. Asking TV buyers why they bought into the centre break
generated a uniform answer.
Kellogg’s Just Right wanted to get maximum coverage in the first few
weeks of its launch. The guaranteed higher-than-usual audience on Monday
was deemed perfect for such a task.
Iceland wanted a high-performing programme and knew the Deirdre and Jon
saga would send ratings through the roof.
Monday was the first day of a heavyweight campaign for Calgon, and the
buyer gave it the best possible start during one of the highest-rating
soap episodes of the year.
CLIENT: Kellogg’s Just Right
AGENCY: J. Walter Thompson
BUYER: Bobby Din
AGENCY: TMD Manchester
BUYER: Lisa Doran
AGENCY: BMP Optimum
BUYER: Sharn Delf
PROGRAMME: Coronation Street
TV STATION: ITV, Carlton
DATE: 30 March, 19.30
BREAK TRANSMISSION TIME: 19.39
BARB: 32 housewives with children TVRs (live)