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
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.
Agency: CIA Medianetwork
Buyer: Michael Kinsella
Agency: New PHD
Buyer: Karen Pearce
Agency: CDP Media
Buyer: Steve Huddleston