As David Sanderson, the sales director of Carlton Digital Sales,
pointed out, there is not an abundance of people in the UK that
currently own the requisite equipment to receive ONdigital.
But for those who chose to advertise on Sunday night, the typical
profile of the audience was almost a certainty. People who have signed
up for the service are, by definition, early adopters and almost
certainly fulfilling an upmarket profile.
Advertisers in the first centre break of the Motor Show were Vauxhall
Frontera, Worthington, Heathrow Express and COI euro preparation.
Worthington’s audience profile is broader than the expected audience for
Carlton World, but the buyer recognised there would be some overlap and
was attracted by the cost-effectiveness of advertising on the
The Heathrow Express buyer said: ’People who use Heathrow Express are
the type of people who are opinion formers and are respected, which
matches the profile of early ONdigital viewers. Carlton World has got a
great offer and is bound to do well.’
The COI buyer explained that getting on to ONdigital gave MediaVest a
good chance to learn about the package in its early stages.
’With the direct response element to the ads, we will get a lot of
detailed information about the people watching.’
Agency: BBJ Media Services
Buyer: Simon Woodward
Client: Heathrow Express
Agency: Booth Lockett Makin
Buyer: Pedro Avery
Client: COI euro preparation
Buyer: Kevin West
Programme: Motor Show
TV station: Carlton World
Date: 15 November 1998, 22.00
Break transmission time: 22.20