Riding the wave of upmarket relationship dramas comes ITV’s latest
offering, Wonderful You, which focuses on the complexities and crises
facing a group of people hitting 30. Wonderful You’s hapless
protagonist, Henry (Richard Lumsden) looks set to be an immediate hit
with the target ABC1 audience, successfully filling the much-coveted
News at Ten slot.
Eight different brands jostled for the first centre break. Mars
Celebration led the way, followed by Maybelline, Elizabeth Arden,
Calgon, Pharmaton vitamin pills, Cussons Carex, Buena Vista’s Lion King
2, and the Ideal Home Exhibition.
Mars Celebration was banking on a repeat of the success of This Life and
Cold Feet to guarantee a big audience of 25- to 44-year-olds.
For Maybelline, the drama’s similarity to Friends and other cult
thirtysomething shows presented an ideal opportunity to reach its target
audience of young women in the 16-to-34 age bracket.
Carex anticipated that housewives would form a major part of Wonderful
You’s audience, and also expected people to tune in to see what had
replaced Trevor McDonald.
Client: Mars Celebration
Agency: Mediacom TMB
Buyer: Steve McDonnell
Agency: Universal McCann
Buyer: Emma Golby
Client: Cussons Carex
Agency: CIA Medianetwork
Buyer: Alex Lockwood
Programme: Wonderful You
Station: ITV Carlton
Date: 9 March, 22.00
Break transmission time: 22.16
BARB: ABC1 housewives 11 TVRs (live)