Agency: IDK Media
Buyer: Stewart Easterbrook
Agency: BMP DDB
Buyer: Peter Belkin
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.