Client: Vauxhall Astra Agency: Lowe Howard-Spink Buyer: Harriet Perry

Client: Vauxhall Astra

Agency: Lowe Howard-Spink

Buyer: Harriet Perry

Client: Safeway

Agency: Zenith Media

Buyer: Jim Vander-Meersch

Client: Michelin Tyres

Agency: MBS Media

Buyer: Bruce Hayward

Programme: Karaoke

TV station: Channel 4 London

Date: 29 April, 22.00

Break transmission time: 22.20

Barb: 4 ABC1 adult ratings (live)

By the time Channel 4 got its teeth into Dennis Potter’s Karaoke, the

show had already received less than glowing reviews and many die-hard

Potter fans had probably seen it on BBC1 the night before.

The jury is still out on whether Channel 4 has been sold a bummer in the

name of a tribute, but on the evidence of the first week’s figures the

fact that the show was a repeat did little to dent its ratings.

Six advertisers rubbed shoulders in the first ad break of the first

episode: Vauxhall Astra, Equitable Life, Michelin Tyres, Barclaycard,

Safeway and First Direct.

Most of the agencies that booked into the break were hoping that Channel

4’s audience profile would attract a lot of viewers who wouldn’t watch

the show on BBC1. There was also the opportunity to tap into the new

viewers attracted to the second screening by the ‘did you see?’ factor.

Channel 4 also, of course, offered advertisers the only opportunity to

book into the show. The anticipated 25- to 54-year-old affluent Channel

4 viewer drew in the financial services advertisers and Vauxhall.

Safeway and Michelin Tyres were also keen to capitalise on all the pre-

screening publicity.

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