MEDIA: TV MONITOR/A WEEKLY LOOK AT WHO’S BUYING WHAT AND WHEN

Client: Vauxhall Agency: Lowe Howard-Spink Buyer: Danny Goldman

Client: Vauxhall

Agency: Lowe Howard-Spink

Buyer: Danny Goldman



Client: Safeway

Agency: Zenith

Buyer: Jim Van Der Meersch



Client: BT

Agency: IDK

Buyer: Martin Allison



Programme: Buffalo Girls

TV station: Channel 4

Date: 1 July, 21.00

Break transmission time: 21.28

Barb: 9.2 housewife ratings (live)



Channel 4 seems to have caught a mild bout of the ITVs lately - namely,

disappearing audiences. So, the success of Buffalo Girls, its new two-

part drama series, must have given cause for muted celebration at

Horseferry Road.



On the strength of strong previews, copious amounts of hype and an

impressive line-up of stars (Anjelica Huston, Melanie Griffith, Gabriel

Byrne), six advertisers squeezed into the first break: Vauxhall, Martini

Extra, Safeway, BT, Birds Eye and S. C. Johnson.



Both Martini and Safeway went for the top-and-tail approach. For

Martini, it was an opportunity to showcase its new ten-second ads for

the Extra brand as well as targeting its core audience of trendy girls.

For Safeway, the two-pronged strategy had a two-fold aim: to convey the

core brand message and to alert consumers to a particular offer that

week (in this case, Haagen-Dazs). While Buffalo Girls offered Vauxhall

only marginal coverage, it is guaranteed weight by the frequency of the

campaign.



BT seized the chance to hit on its core 16-34 housewife audience, while

the others were also confidently chasing a sizeable ABC female audience.



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