Media: TV Monitor/A weekly look at Who’S buying what and when

Family Money is Channel 4’s main drama offering for the spring and much is riding on its success.

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

Sainsbury’s.



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