Agency: Universal McCann
Buyer: Rhys McLachlan
Agency: The Media Business
Buyer: Paul Jackson
Agency: BMP DDB
Buyer: Jonathan Allan
Programme: Withnail and I
TV station: Channel 4 North
Date: 18 July, 22.00
Break transmission time: 22.20
Barb: 3.8 16-34 adults rating (live)
Sometimes a series idea that makes sense to programme makers doesn’t
quite hang together from the point of view of media buyers. Take Channel
4’s HandMade in Britain series, which features a run of movies by
HandMade Films. The idea that films made by the same company thread
together in the mind of the viewer is an odd one.
So, buyers had to be sharp to spot a real gem at 10pm last Thursday.
With the hype surrounding the tenth anniversary of its making and its
recent re-release at the cinema, Withnail and I promised great things
for advertisers chasing young, upmarket viewers.
In Channel 4’s North region, four spots made it into the first break.
Sprite sought 16- to 34-year-olds, while Polygram’s No. 1 80s Hits album
was chasing the older end of that age group - people who had seen the
film when it first came out. It went third in the break after
Barclaycard, which considered the film to be attractive to a young
audience. Last in the break was the Citroen Faxo.
The 3.8 16-34 adult rating was satisfactory, but not spectacular. A 4.9
ABC1 rating for the slot indicates that the audience was skewed towards
the upmarket end.