Client: Canon Printers
Buyer: Will Saunders
Client: Sony PlayStation
Agency: Manning Gottlieb Media
Buyer: Keith Rattray
Buyer: Martin Shaw
Programme: Sometime Never
TV station: ITV London
Date: 27 October, 22.00
Break transmission time: 22.15
Barb: 24.2 housewives with kids TVRS (live)
Someone somewhere decided that the Philadelphia Girls’ successful ad
personalities were worth stretching out into a complete comedy
programme. The pilot was pretty promising, but it’s too early to say
whether the brand extension will work and the pair will become the
female version of Men Behaving Badly.
A clutch of advertisers made sure they were in the first break, just in
case the programme pulled in as many viewers as the previous week’s
Chris Tarrant vehicle.
BT, Carling Black Label, Saab, Mars Galaxy, Sony PlayStation and Canon
Printers lined up in the break. For Canon, it wasn’t the programme that
was the biggest pull, but the actual spot - peak Sunday viewing - which
offered availability to view.
BT was chasing young upmarket females and decided the programme
environment was perfect to catch them. Meanwhile, Sony PlayStation felt
that, as the start of a new series, the spot might be a good place to
attract some unique audience coverage. It also reasoned that, as youth
audiences have been suffering lately on ITV, the programme was worth
checking out as a one-off.