Client: McVities Agency: Leo Burnett Buyer: Rupert Turnbull

Client: McVities

Agency: Leo Burnett

Buyer: Rupert Turnbull

Client: Gillette

Agency: BMP Solutions in Media

Buyer: Richard Foster

Client: Skoda

Agency: BBJ Media Services

Buyer: Shaun Jordan

Programme: Tonight with Richard Madeley and Judy Finnigan

TV station: ITV Granada

Date: 13 May, 19.00

Break transmission time: 19.15

Barb: 17.5 housewife ratings (live)

BARB: 4(ABC1 women)

Richard Madeley and Judy Finnigan’s new vehicle - an evening chatshow -

looked like scoring a massive coup on its first outing. Who could resist

the combination of Richard and Judy, O. J. Simpson and Neil Diamond?

The show failed to live up to its promise, and the O. J. interview was a

complete shambles. But at least Granada got something right - the pre-

show publicity and the lure of O. J. pulled in the viewers.

Three advertisers nestled together in the centre break: McVities Ace

Biscuits, Gillette’s Natrel and Skoda.

The advertisers were attracted by the hype that had built up around the

O. J. roadshow.

Skoda, in the first week of a new burst of advertising, was looking for

quick cover build. This show promised to do the trick. Natrel,

meanwhile, wanted a high-profile vehicle to draw in female consumers.

McVities was conducting a direct response TV campaign to test the

response rate for spots at different times of the day. Initial figures

suggest that the Tonight slot did not generate significantly different

levels of response to the other times that were tested.

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