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

The words Channel 4 and Friday night have become synonymous with a youngish twenty- to thirty-something audience with a taste for hip US comedies.

The words Channel 4 and Friday night have become synonymous with a

youngish twenty- to thirty-something audience with a taste for hip US

comedies.



So Channel 4’s latest import, Spin City, which brings Michael J. Fox

back to TV, is guaranteed a fair hearing because it’s Friday night and

that means Channel 4.



There were five national advertisers in the first break: the Observer,

First Direct, Evita, McDonald’s and the Post Office.



The Observer and Evita are perfectly suited to the Friday night slot as

both are about the weekend, with Evita seeking the 18 to 34 cinema-going

audience. The Observer was pushing its cheap Euro flights deal and a 50p

copy to give the promotion a kickstart.



While you can expect to see McDonald’s just about anywhere, the new Post

Office campaign - cosmopolitan as it is with at least one scene set in

New York - looked tailor-made for the ABC1 male market.



First Direct, looking for the ’smart’ ABC1 consumer, appeared very much

at home here with its new Bob Mortimer commercial, appealing to the

couched-out audience.



Client: Observer

Agency: New PHD

Buyer: Howard Nead

Client: Post Office

Agency: Universal McCann

Buyer: Caroline Livingstone

Client: First Direct

Agency: New PHD

Buyer: Lisa Jones

Programme: Spin City

TV station: Channel 4

Date: 10 January, 21.30

Break transmission: 21.42

Barb: Women 16-24 6.4 TVRs (live)



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