MEDIA: TV MONITOR/A WEEKLY LOOK AT WHO’S BUYING WHAT AND WHEN

Programme: Butterfly Collectors
Station: ITV, Carlton
Date: Monday 19 April, 21.00
Break transmission time: 21.20
BARB: ABC1 Housewives, 13 TVRs (live)

Programme: Butterfly Collectors

Station: ITV, Carlton

Date: Monday 19 April, 21.00

Break transmission time: 21.20

BARB: ABC1 Housewives, 13 TVRs (live)



Supersleuths were dusting down their magnifiying glasses and working

overtime last Monday to try to unravel the complex plot of this new

drama from ITV. Pete Postlethwaite plays a burnt-out Manchester

detective who takes pity on one of two young men in his charge accused

of murder.



Initially everything seems cosy, but as the drama unfolds the characters

begin to harbour deeper and darker suspicions about one another.



Seven brands jostled for attention during the first break - Fairy

Non-Bio, ONdigital, American Express Blue Card, Sensodyne, Novartis,

Niquitine and Honda Accord.



Sensodyne recognised Monday night’s drama slot as a regular peak

performer in attracting upmarket housewives, and also acknowledged the

appeal of the distinguished Postlethwaite in pulling viewers.



ONdigital saw Butterfly Collectors as the perfect environment to

complement the dramatic theme of its commercial.



The extensive trailing of the programme and its standout in the April

schedule drew Honda to the slot.



Client: Sensodyne

Agency: CIA Medianetwork

Buyer: Michael Kinsella

Client: ONdigital

Agency: New PHD

Buyer: Karen Pearce

Client: HondaAccord

Agency: CDP Media

Buyer: Steve Huddleston



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