Client: BMW
Agency: WCRS
Buyer: Peter Bennett
Client: Cellnet
Agency: IDK
Buyer: Martin Allison
Client: British Gas
Agency: BMP DDB
Buyer: Andrew Walmsley
Programme: Drop the Dead Donkey
TV station: Channel 4
Date: 15 October, 22.00
Break transmission time: 22.15
Barb: 9.6 ABC1 Housewives
TVRs (live)
Drop the Dead Donkey is Channel 4’s home-grown alternative comedy
series, set in a chaotic newsroom, where no-one seems to actually do any
real work (mmm, sounds familiar...).
The last series was a highpoint of Channel 4’s schedule and now it’s
back, but transmitting on Tuesdays instead of Thursdays. Most buyers
seemed to think this was a good idea and an impressive seven advertisers
squeezed into the first break: BMW, Visa Delta, Cellnet, McDonald’s,
Finish, British Gas and Entertainment Films.
For BMW, the appeal was a quality programme which again scored as one of
Channel 4’s highest rated of the week. Cellnet was also pleased with the
quality environment and was particularly attracted by the ABC audience
of light viewers that tuned in.
For British Gas, the appeal again was a high-rating programme with an
excellent conversion to ABC1 adults. Moreover, the Mrs Merton figure
used in the current campaign tied in well with the comedy element of the
show. The others were equally keen to capture traditionally light
viewers who had made an appointment to view.
