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

If you were in any break last week this, at least in retrospect, appeared the one to be in. It offered a chance to join Trevor MacDonald and the nation for two hours of what was the biggest live debate staged on British TV.

If you were in any break last week this, at least in retrospect,

appeared the one to be in. It offered a chance to join Trevor MacDonald

and the nation for two hours of what was the biggest live debate staged

on British TV.



While it may have been declared unfit for public consumption by some,

others have described it as a watershed event for British TV, if only

for the fact that a current affairs debate attracted a steady audience

of 8.3 million.



There were five advertisers battling it out in the first ad break:

Vauxhall Vectra, Eagle Star Direct, Neutrogena, Fairy, Boots Vitamins

and Ryan Air, all of whom fall into the upmarket segment with a bias

towards women.



As a one-off programme this show was likely to pull in a good mix of

ABC1 viewers. Vauxhall, in particular, was looking for those viewers who

tend to be light watchers of television.



While much of ITV tends to have a downmarket skew, it is this kind of

programming that pulls it up and is welcomed by brands such as Boots and

Neutrogena. For Eagle Star Direct, the lively nature of the programme

contrasted well with the dry style of its ads.



Client: Vauxhall

Agency: Lowe Howard-Spink

Buyer: Mike Hope

Client: Eagle Star Direct

Agency: The Network

Buyer: Joanna Pashley

Client: Fairy

Agency: Leo Burnett

Buyer: Tony Emment

Programme: Monarchy - Let the Nation Decide

TV station: ITV Carlton

Date: 7 January, 20.30

Break transmission: 20.50

Barb: Housewives 15 TVRs (live)



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