It’s a while since some high-profile football has appeared on
terrestrial television so the England v Luxembourg game was likely to
pull in the crowds.
Although England v Luxembourg wasn’t the most glamorous qualifier for
Euro 2000, a lot was riding on the game. Anything other than a big
England win, and coach Glenn Hoddle would have been collecting his
Advertisers wanting a piece of the action in the first break were Royal
London Insurance, AA Membership, British Airways, Specsavers opticians
and Kellogg’s Rice Krispies.
The AA buyer was confident that Channel 5 had carved a niche for itself
for screening international matches and knew that the game would be an
ideal opportunity to reach young males, who make up the AA’s target
Royal London Insurance believed that it could reach not only ABC1
consumers, but also the slightly more downmarket element that makes up a
typical football audience.
British Airways also had faith in Channel 5’s ability to attract a
healthy audience to its football coverage. The buyer also realised the
game would be a good opportunity to pick up light viewers.
Client: AA Membership
Agency: Zenith Media
Buyer: Matthew Huntingford
Client: Royal London Insurance
Buyer: Graeme Canter
Client: British Airways
Buyer: Suzie Martin
Programme: Live football - Luxembourg v England
TV station: Channel 5
Date: 14 October, 19.00
Break transmission time: 19.10
BARB: 4.2 16-34 men TVRs (live)