Client: Virgin Atlantic
Agency: Manning Gottleib Media
Buyer: Nick Manning
Agency: AMV BBDO
Buyer: Jim McDonald
Agency: Universal McCann
Buyer: Andy Berry
Programme: Secret History
TV station: Channel 4 (London and South)
Date: 11 July, 21.00
Break transmission time: 21.20
Barb: 5.4 ABC1 men (live)
Much was expected of the new series of Secret History, especially as the
opening episode promised a long overdue re-evaluation of the Falklands
battle for Goose Green.
Unfortunately, 14 years on, the majority of the ‘Gotcha’ Sun-reading
fraternity didn’t seem to care quite so passionately and the programme
failed to chalk up as many ratings as anticipated.
Despite this, the slot delivered what most of the advertisers were after
- light, upmarket viewers, skewed slightly towards men. Six advertisers
made a showing in the first break in London and the South: Virgin
Atlantic, Harrods, Magnet, Ciba Program, Continental Tyres and L’Oreal.
For Virgin, the programme was perfect for attracting a thirtysomething,
BMW-driving affluent audience. The key was to select a programme viewers
had actually tuned in to watch. For Ciba Program, makers of flea
tablets, the slot proved invaluble in targeting hard-to-reach viewers
(it’s a strange fact: cat owners are light TV watchers). For L’Oreal,
Secret History wasn’t a huge part of the schedule, but dovetailed neatly
with its strategy of targeting 35- to 64-year-old women.