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

Client: Nationwide Agency: Media Solutions Buyer: Steve Huddlestone

Client: Nationwide

Agency: Media Solutions

Buyer: Steve Huddlestone



Client: Mitsubishi

Agency: Butler Lutos

Buyer: Paul Kirkley



Client: Bupa

Agency: The Network

Buyer: Simon Crisp



Programme: Driving Miss Daisy

Date: 4 February, 20.30

Break transmission time: 20.58

Channel: Channel 4

BARB: 6 ABC1s



Channel 4’s Sunday evening screening of Driving Miss Daisy had to

compete against ITV’s Touch of Frost and Ruby Wax on BBC1. Nevertheless,

the film’s first ad break attracted five national advertisers -

Mitsubishi Carisma, Bupa, the Nationwide Building Society, Going Places

and a charity ad for Golden Heart.



The scheduling coincided with the launch activity for Nationwide’s

mortgage ads. The task for Nationwide’s media buyers was to achieve a

target of 135 network TV ratings in four days, with more than a third on

Channel 4.



The goal required targeted but virtually blanket coverage for the ads.

The fact that Driving Miss Daisy was expected to attract reasonable

audiences with a good conversion against ABC1 adults fitted the bill

perfectly.



For the Mitsubishi Carisma, the synergy between the film and the product

made it a suitable environment for the ad, particularly since Mitsubishi

was interested in an ABC1 Adult and ABC1 Men audience.



The film’s anticipated ABC1 audience was also what attracted Bupa to the

break. The film added 1.7 per cent unique coverage to the Bupa campaign.