It was the gameshow that blew BBC1’s ratings out of the water, and
has been tagged the most successful of its kind. Chris Tarrant, host of
ITV’s Who Wants To Be A Millionaire?, made us sit on the edge of our
seats as he pressed contestants on whether they were sure they had
picked the right answer.
The Sun, the show’s sponsor, must have been overjoyed at the ratings:
Sunday 10 January scored a record 17.5 million people.
Advertisers in the first ad break were: Cadbury’s Creme Egg, Eagle
Moss’s partworks on fishing, Sainsbury’s, Powergen, Persil Tablets, COI
anti-smoking, Clinomyn and Fabri partworks on Aromatherapy.
Mark Antonouris, the TV buyer for Lever’s Persil Tablets, said that, it
being the last in the series, the programme was guaranteed to pull in a
high rating among Persil’s main audience of housewives, while New PHD’s
Adam Turner, buying for Sainsbury’s, found the show’s high profile
Although Powergen usually avoids gameshows as the average audience is
too downmarket, Zenith’s Steve Beckett claimed this one performed well
across all demographics, especially ABC1s.
Agency: New PHD
Buyer: Adam Turner
Agency: Zenith Media
Buyer: Steve Beckett
Client: Persil Tablets
Agency: Initiative Media
Buyer: Mark Antonouris
Programme: Who Wants to be a Millionaire?
Station: ITV, Carlton
Date: 13 January, 20.00
Break transmission time: 20.12
BARB: Housewives 22.6 TVRs (live)