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

The triumph of BBC2’s schedules over the past couple of years, This Life became compulsory cult viewing for the right sort of people.

The triumph of BBC2’s schedules over the past couple of years, This

Life became compulsory cult viewing for the right sort of people.



So it’s not surprising that advertisers are joining the faithful in

seeking another dose of this modern classic now it’s transferred to UK

Gold. Nine advertisers squeezed into the centre break of this episode:

V2, FHM, Fiat, Times Newspapers, Legoland, Revlon, Peperami, the

Corsican Tourist Board and Mars Galaxy.



For the Times’s media buyer, This Life offered the youngish, trendy

audience the paper is looking for and, as the buyer says, ’It was on

BBC2 before, so we couldn’t get our hands on it then.’



The first opportunity to advertise in the show was also a turn-on for

FHM. The magazine was seeking talked-about TV and this one definitely

fitted the bill. It was also sure to be one of the top shows on the UK

Gold schedule.



This Life was ’the perfect environment’ for Peperami, according to

Initiative Media. The Peperami animal character’s anarchic style fitted

beautifully with the emotion and identity of the show, while its younger

viewers fall right into the brand’s target market.



Client: The Times

Agency: Carat

Buyer: Janette Harrison

Client: FHM

Agency: Motive

Buyer: Paul Thompson

Client: Peperami

Agency: Initiative Media

Buyer: Shona Sutherland

Programme: This Life

TV station: UK Gold

Date: 7 June, 23.15

Break transmission time: 23.28

BARB: Men 16-24 1.77 TVRs (live)



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