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

The fact that the new series of Friends is on Sky One instead of Channel 4 doesn’t seem to have deterred advertisers. Attracted by the young, upmarket profile of the audience, six squeezed their way into the first break in the second show of the series: McVities Fruit-Ins, Tesco, Comfort Vitality, First Direct, the Vauxhall Corsa and KP Go Ahead Snacks.

The fact that the new series of Friends is on Sky One instead of

Channel 4 doesn’t seem to have deterred advertisers. Attracted by the

young, upmarket profile of the audience, six squeezed their way into the

first break in the second show of the series: McVities Fruit-Ins, Tesco,

Comfort Vitality, First Direct, the Vauxhall Corsa and KP Go Ahead

Snacks.



First Direct probably had the best reason for being there. The Midland’s

phone banking company and its media agency, New PHD, have carried out

research into the viewing habits of that obscure social group known as

’people predisposed to buying services on the phone’. Friends is popular

with this group, apparently, so the programme is built into the

structure of New PHD’s deal with Sky.



The ensuing young adult rating far outstrips that of ER.



For Tesco and the Corsa, Western International Media used Friends to tap

into a younger female audience. Tesco’s ’refund twice the price’

promotion for shoppers who buy an item for less at another supermarket

has a resonance with young women, who also happen to form a high

percentage of first-time Corsa buyers.



Client: Tesco

Agency: Western

Buyer: Scott Green

Client: First Direct

Agency: New PHD

Buyer: Howard Nead

Client: Vauxhall Corsa

Agency: Western

Buyer: Chris Wright

Programme: Friends

TV station: Sky One

Date: 15 January, 21.00

Break transmission time: 21.15

Barb: 8.9 housewives with kids TVRs (live)



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