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

Ibiza Uncovered, Sky 1’s fly-on-the-wall show, is rapidly gaining cult status and has proved perfect for advertisers seeking the elusive youth audience.

Ibiza Uncovered, Sky 1’s fly-on-the-wall show, is rapidly gaining

cult status and has proved perfect for advertisers seeking the elusive

youth audience.



The eight-part documentary is an expose of life on the island where,

every summer, the population is swelled by 100,000 British holidaymakers

- many of whom head for Ibiza’s outrageous club scene. Launched on 6

July, it topped the ratings across all satellite channels for that week,

outstripping both the Simpsons and the X-Files, two of Sky 1’s most

popular Sunday-night shows.



Advertisers buying into the first ad break were: Peugeot 106, Schweppes

Oasis, L’Oreal Elvive and Archers - all youth-oriented brands - and er,

Domestos.



For Peugeot 106, the buyer used Ibiza Uncovered to reach young upmarket

females with its Thelma and Louise-inspired ad. L’Oreal Elvive’s spot,

starring Jennifer Aniston was, according to Universal McCann, a buy into

the same audience that watches Friends.



Schweppes Oasis, meanwhile, with its ad featuring Terry Venables, chose

a slot that would help it reach 20- to 24-year-olds. Ibiza Uncovered

fitted the bill.



Client: Peugeot 106

Agency: Mediapolis

Buyer: Marie Darvill

Client: Schweppes Oasis

Agency: Zenith Media

Buyer: Bruce McGowan

Client: L’Oreal Elvive

Agency: Universal McCann

Buyer: Trudi Williams

Programme: Ibiza Uncovered TV station: Sky 1

Date: 20 July, 22.00

Break transmission time: 22.15

BARB: Housewives and children 9.4 and women 16-34 9.4 TVRS



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk plus get exclusive discounts to Campaign events

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).