Buyer: Peter Bennet
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.