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

From the pen of the playwright, Alan Bleasdale, and starring Jennifer Ehle, of Pride and Prejudice fame, Melissa, Channel 4’s big murder mystery drama, could hardly fail. While far from being a critical success, it was popular with both audiences and agencies. There were six advertisers in this break: Imodium, Norwich Union, Wella, Safeway, BT and Chefaro.

From the pen of the playwright, Alan Bleasdale, and starring

Jennifer Ehle, of Pride and Prejudice fame, Melissa, Channel 4’s big

murder mystery drama, could hardly fail. While far from being a critical

success, it was popular with both audiences and agencies. There were six

advertisers in this break: Imodium, Norwich Union, Wella, Safeway, BT

and Chefaro.



Melissa was pushed hard by Channel 4 through a high-profile publicity

campaign. This helped attract advertisers, such as Norwich Union,

looking for an upmarket audience.



Wella was seeking unique coverage and did well with its target audience

of ABC1 women, which made up one of the best-performing audiences.

However, while women remained steady, if falling off slightly after

Monday’s episode, ABC1 men dropped off more sharply, falling from ten to

six by Tuesday, with even the charms of Ms Ehle failing to hold their

attention.



BT is always keen to be in on quality drama, which is the key to

capturing light-viewing ABC1 audiences. Imodium was looking for ABC1

adults, with a slight female bias, as well as medical professionals.



Client: Norwich Union

Agency: MBS

Buyer: Vicky Knapp

Client: Safeway

Agency: Zenith Media

Buyer: Tracey Stern

Client: BT

Agency: Negotiation Centre

Buyer: Martin Allison

Programme: Melissa

TV station: Channel 4 national

Date: 13 May, 21.00

Break transmission time: 21:24

BARB: ABC1 women 9 TVRs (live)