OK, so we already knew that she had threatened to kill herself, had
an abortion and a makeover, but the chance to see Monica close up, and
talking, was an opportunity too good to miss.
She looked great - in the neck-up shots, anyway, was eloquent and
charmingly girlish at times, and had teeth to die for. But the real coup
belonged to Channel 4, for securing one of only two interviews with the
most famous woman in the world (this week, at least).
It was always going to be a ratings grabber and the hype, even before
Channel 4 got its marketing teeth into it, was enough to get advertisers
clamouring for an airing. Five lined up in the first ad break: BA, VW
Passat, Standard Life, BT and the movie, Pleasantville.
For BT, the slot offered a good opportunity to reach light viewers with
its ’get back’ campaign. The high-profile nature of the interview also
ensured a big audience.
BA was looking for a strong ABC1 audience with a healthy dose of light
viewers who would be drawn in by the one-off special nature of an
For Standard Life, the show was an ideal way to reach the sort of 25- to
55-year-old consumer that the brand is targeting.
Agency: TAP Buyer: Matt Waller
Agency: Optimedia Buyer: Suzie Martin
Client: Standard Life
Agency: Feather Brooksbank
Buyer: Nick Stewart
Programme: Monica - the Interview
Station: Channel 4, London Date: 4 March, 21.30
Break transmission time: 21.50
BARB: 6 AB Men TVRs (live)