Client: Cellnet Agency: IDK Media Buyer: Stewart Easterbrook

Client: Cellnet

Agency: IDK Media

Buyer: Stewart Easterbrook

Client: Budweiser

Agency: BMP DDB

Buyer: Peter Belkin

Client: Peperami

Agency: Initiative Media

Buyer: Gini Beavis

Programme: Man O’Man

TV station: ITV London

Date: 4 May, 19.05

Break transmission time: 19.40

Barb: 14 16-34 adult ratings (live)

London Weekend Television’s new Saturday evening show, Man O’Man, didn’t

have much to live up to in taking over the slot previously occupied by

the universally slated Shane Richie Experience.

LWT was counting on the appeal of Chris Tarrant and an audience of

cheering women choosing their ideal man out of a selection of ten, to

deliver the crucial 16- to 34-year-old market that Richie had so

resolutely failed to.

For many agencies the ITV early Saturday evening schedule has seemed

lacklustre, and with this show preceded by Gladiators and followed by

Stars in their Eyes, it is not exactly guaranteed that it will keep

everyone glued to the box.

Yet with pre-publicity shots for Man O’Man promising a bevvy of babes in

revealing red numbers, agencies hoped it would tear the Loaded crowd

away from the BBC’s hit import, Superman.

Five advertisers were lined up for the half-time break: Gillette,

Cellnet, Budweiser, Pepsi and Peperami - all gunning for young men.

The agencies that booked the spots were hoping that as a new show - very

much in a revamped Blind Date mould - it might draw in this desired, but

elusive, target audience.

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