Family Money is Channel 4’s main drama offering for the spring and
much is riding on its success.
Adapted from a Nina Bawden novel and starring Claire Bloom and June
Whitfield, it appears to have much going for it. Channel 4’s drama
series have usually enjoyed a favourable press and, not surprisingly,
Family Money had the highest profile on the schedule last week.
In anticipation of a quality late peak audience, four advertisers made
it into the first break: Ford, Revlon Almay, Equitable Life and
Ford, which was chasing affluent and image-conscious viewers, topped and
tailed the break with a direct response campaign for the Galaxy.
Equitable Life was after upmarket men and felt the programme, which
centres on a family squabble over money, was highly appropriate.
Sainsbury’s was launching its ’better quality same price’ campaign with
a 30-second promotional ad. Family Money offered the perfect
environment: a well-made programme watched by an upmarket audience.
Almay was actually chasing women and was confident of good ratings in a
late peak slot for the first of the series.
Client: Ford Galaxy
Agency: The Network
Buyer: Caroline Bamford
Client: Equitable Life
Agency: New PHD
Buyer: Lisa Jones
Client: Revlon Almay
Agency: The Media Business
Buyer: Colin McKenzie
Programme: Family Money TV station: Channel 4
Date: 16 March, 21.00
Break transmission time: 21.20 BARB: 4.5 AB men