Client: Canon Printers Agency: WCRS Buyer: Will Saunders

Client: Canon Printers

Agency: WCRS

Buyer: Will Saunders

Client: Sony PlayStation

Agency: Manning Gottlieb Media

Buyer: Keith Rattray

Client: BT

Agency: IDK

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.

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