Conversations about Seinfeld (once the ’did you see that bit
when ...’ is out of the way) throw up lots of big numbers.
The man himself - Jerry Seinfeld - is worth a host of Oprahs. But where
the numbers really get big is in the ad breaks in the US. The last-ever
episode on NBC last May was reputed to have grossed in the region of
dollars 65 million in the 56 spots available.
The numbers for the last episode in the UK, which was aired on Sky One
last week, are much more modest - not least because the
programme/commercials ratio is a tad more sensible. Nevertheless, Sky
One pulled seven advertisers into the first Seinfeld break: Ford Focus,
Alton Towers, Pedigree Chum, Rowenta, Lion King 2, Vodafone and Muller
Ford’s buyer, Tom Denford, explained that the campaign was targeting
upmarket women with its slightly tongue-in-cheek creative - a good fit
for the askance humour of the show.
Abigail Spencer for Pedigree Chum saw a good opportunity for some unique
coverage, and, for Vodafone, Andrew Carter’s reason was even more
simple: it’s a top programme, reaching a high ABC1 audience.
Client: Ford Focus
Buyer: Tom Denford
Agency: BMP OMD
Buyer: Andrew Carter
Client: Pedigree Chum
Agency: Zenith Media
Buyer: Abigail Spencer
Station: Sky One
Date: Monday 22 March, 22.00
Break transmission time: 22.11
BARB: 1.8 men 16-34 TVRs (live)