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
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
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)