So, poor Trevor McDonald has been moved from ITV’s 10pm slot to
6.30pm, facing stiff competition from the BBC and Channel 5, who both
broadcast half an hour earlier. Meanwhile, Sky has slipped into Trev’s
vacated slot with the Sky News at Ten.
Campaign will miss Trev because we are usually still slaving away while
he appears at the earlier time of 6.30pm. But the new slot is guaranteed
to pull in a good ABC1 audience in early peaktime. And with a 90-second
ad break, advertisers get an uncluttered showing.
Advertisers in the first ad break were Seat Toledo, British Gas and
Seat Toledo was put in the slot because it guaranteed a strong early
peaktime audience of its core market of ABC1 adults.
British Gas ran its ’expertise’ work, which reassures customers of its
quality of service, during early peak, attracting light viewers who
normally watch BBC news.
The buyer for Fruitibix chose the ad break because it provided the
perfect environment for the upmarket cereal that can be consumed at any
time of day - particularly by women who get the munchies just before
Client: Seat Toledo
Agency: BBJ Media Services
Buyer: Emma Hughes
Client: British Gas
Agency: BMP OMD
Buyer: George Patten
Agency: Western International
Buyer: Becky Pledger
Programme: ITV Evening News
Station: ITV, Granada region
Date: Wednesday 17 March, 18.30
Break transmission time: 18.43
BARB: ABC1 women and adults 13TVRs (live)