Programme: Miss World 1998
TV station: Channel 5
Date: 26 November 21.00
Break transmission time: 21.23
BARB: Women 6.9 Adults 16-34 5.9 TVRs (live)
After an absence of nine years, Miss World returned to our screens on
Channel 5. The beauty pageant, which was launched 47 years ago, bowed
out of terrestrial TV in 1988 after falling foul of feminist protests
and low ratings. Its format has changed, with the 85 contestants now
swimming, waterskiing and playing volleyball. Miss Israel scooped the
prize.
The revamped show promised to pull in a stronger audience than usual for
Channel 5. Advertisers in the first ad break were: Max Factor, Tetley
Bitter, UIP’s film, Out of Sight, L’Oreal Fructis, Chanel No 5, Polygram
Records, Vodafone and Carte Noire.
For Max Factor, Miss World offered an ideal opportunity. Advertising for
beauty products could not find a better place to guarantee a large
female audience.
The TV buyer for Carlsberg-Tetley saw an opportunity to take advantage
of a good male audience which would be leering at the long-legged
entrants and probably settling back with a can or two of beer.
Vodafone was keen to take advantage of the audiences attracted by the
high-profile promotion around the programme.
Client: Max Factor
Agency: P&G Buying Unit
Buyer: Andrew Wolstencroft
Client: Carlsberg-Tetley
Agency: Zenith Media
Buyer: Gordon Domlija
Client: Vodafone
Agency: BMP Optimum
Buyer: Andy Carter
