Client: First Direct
Agency: Pattison Horswell Durden
Buyer: Nick Howell
Buyer: Andy Beswick
Agency: The Network
Buyer: Sabin Brooks
Programme: And the Beat Goes on
TV station: Channel 4
Date: 19 March, 22:00
Break transmission time: 22:20
BARB: 6 16-34 adult TVRs (live)
The gritty new drama, And the Beat Goes on, has been billed as Channel
4’s answer to BBC2’s triumphant Our Friends in the North. In
anticipation of the show attracting similar ABC1 audiences, six
advertisers lined up for the first ad break in the inaugural episode
of the eight-part series.
First Direct dominated the break, taking the first ad slot for a four-
second film, following up with two three-second ads later in the break.
The blitz was followed by a 30-second ad in the second break. And the
Beat Goes on was chosen for this advertising activity because it was one
of the highest profile programmes among Channel 4’s ‘specials’ for that
For TMD Carat, the show’s roots in the 60s Liverpool music scene
prompted a ten-second teaser for Parlophone’s Beatles Anthology. TMD’s
sister agency, Eurospace, hoped to tap into interest in the Beatles’ era
for Nissan, adding unique coverage of ABC1 men.
Guinness was chasing a male audience, and its black-and-white, 60s style
ad complemented the programme’s theme. Bacardi was also looking for
younger, male adults, while the lure of ABC1 housewives drew Anchor
Butter to the slot.