Client: BMW Agency: WCRS Buyer: Peter Bennet

Client: BMW

Agency: WCRS

Buyer: Peter Bennet

Client: Cellnet

Agency: IDK

Buyer: Martin Allison (CHECKING)

Client: American Express

Agency: TMD Carat

Buyer: Mark Griffiths

Programme: Prime Suspect 5

TV station: ITV London

Date: 20 October, 21.00

Break transmission time: 21.30

Barb: 28.5 ABC1 adult TVRs (live)

Bit of an obvious one for TV buyers, this. Emmy award-winning drama,

tried-and-tested formula, event television. All this and Helen Mirren.

It was pretty clear that Prime Suspect 5 would do the business for any

advertiser associated with it. And since this could well be the final

outing for DS Tennison, it had a special significance.

Six advertisers signed up for the first ad break: BMW, BT, Cellnet,

American Express, Radio Rentals and L’Oreal

Prime Suspect’s reputation among viewers for offering high-quality drama

was an obvious lure for advertisers. According to BMW’s media buyer,

WCRS, the show is a prime example of what ITV does best - provide

impacts and coverage quickly. It is one of three ITV dramas that BMW

would strive to be in (the other two are Cracker and Inspector Morse).

Cellnet also decided that it was an opportunity too good to miss,

particularly because of its ability to draw in lighter viewers not

easily reached with other ITV fare.

For American Express, Prime Suspect could be expected to deliver Amex’s

target of ABC1 adults. TMD says the show’s one-off, appointment-to-view

nature meant guaranteed audiences.


Become a member of Campaign

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

Become a member

What is Campaign AI?

Our new premium service offering bespoke monitoring reports for your company.

Find out more

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