Client: Daily Telegraph
Agency: John Ayling and Assoc
Buyer: Steve Venes
Agency: BMP DDB Needham
Buyer: Ben Jones
Buyer: Sarah Nicholls
Programme: Kavanagh QC
TV station: ITV
Date: 23 February, 20.30
Break transmission time: 20.55
BARB: 20 ABC1 adults (live)
The Daily Telegraph made the headlines last month by becoming the first
broadsheet to sponsor an ITV programme. The programme, Kavanagh QC, was
arguably a cut above the usual ITV prime-time fare on offer to
advertisers. As one buyer put it: ‘John Thaw pulls ’em in.’ And just
what he was pulling in were light TV viewing ABC1 adults.
Six national advertisers flocked to fill the first break which went out
at 20.55: the Daily Telegraph, Boots, the COI, NatWest, VW Golf and BT.
The Daily Telegraph had the programme wrapped up inasmuch as no other
newspaper was allowed to book a spot. And just to make sure viewers got
the message, the broadsheet slipped a plug into all three breaks.
Each of the other advertisers were turned on by the quality environment.
Boots, with its No 7 brand, saw a chance to reach lighter female
viewers; while for the COI, the whodunnit crime format was the ideal
setting for a relatively low-weight campaign for Special Constables.
NatWest believed the programme was one of the best spots of the month
because it offered ‘highly intensive viewing’. It was so impressed that
it topped and tailed the break.