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

Middle-Englanders sharpened their quills and fired off their ’outraged of Cheltenham’ letters last Tuesday night after they wilfully ignored advice and tuned into Channel 4’s latest smutfest, Queer as Folk.

Middle-Englanders sharpened their quills and fired off their

’outraged of Cheltenham’ letters last Tuesday night after they wilfully

ignored advice and tuned into Channel 4’s latest smutfest, Queer as

Folk.



Not that they were the only ones who took offence. Gay rights lobbies

such as Outrage also objected to the ’stereotypes’ - all in all, a third

of the 2.2 million viewers who tuned in to the programme had switched

off by the end.



Advertisers in the first break, therefore, had a much better deal than

the second, although they were inexplicably female-biased.



Citroen Saxo topped and tailed the break, with Pantene, Carte Noir and

Direct Line Insurance sandwiched in the middle.



Carte Noir didn’t specifically target this programme, but it wasn’t

afraid of the controversial element and knew that it would be one of the

best-performing shows on Channel 4 that week.



Citroen believed that the first episode would attract plenty of

pre-publicity and deliver lots of young, upmarket opinion-formers.



Pantene’s buyer was unable to comment on the placement, but the

programme attracted a healthy number of women.





Client: Citroen Saxo

Agency: Initiative Media

Buyer: Matt Eaton

Client: Carte Noir

Agency: Zenith Media

Buyer: Tara Conroy

Client: Pantene

Agency: Leo Burnett

Buyer: Chris Williams

Programme: Queer as Folk

Station: Channel 4

Date: Tuesday 23 February, 22.30

Break transmission time: 22.48

BARB: 7.3 women 16-24 (live)



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