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

Another classic period drama was screened last weekend; this time it was the turn of Thomas Hardy’s Tess of the d’Urbervilles. ITV decided to get it over quickly, the two episodes being crammed into Sunday and Monday night.

Another classic period drama was screened last weekend; this time

it was the turn of Thomas Hardy’s Tess of the d’Urbervilles. ITV decided

to get it over quickly, the two episodes being crammed into Sunday and

Monday night.



The cast was relatively low-key, but two good-looking leads in the shape

of Justine Waddell and Oliver Milburn as Tess and Angel Clare probably

helped pull in



the viewers.



TV adaptations of classic novels have proved popular in recent years so

advertisers recognised a good bet when they saw one. The advertisers in

the first break were Singapore Airlines, PPP Healthcare, Kraft

Philadelphia, Renault Megane Sport, the Sun’s Alton Towers promotion,

Eurostar and BT’s Friends and Family.



Eurostar chose the spot to push its Brussels line using the one-off

programming to target light viewing men as well as women.



Renault - which chooses only to advertise at the weekend - felt that the

upmarket Sunday evening environment was perfect for its ABC1 target

market . PPP Healthcare was seeking the same audience and felt confident

that LWT could deliver.





Client: PPP Healthcare

Agency: Motive

Buyer: Stephen Hall

Client: Renault Megane Sport

Agency: Optimedia

Buyer: Paul Welsh

Client: Eurostar

Agency: Manning Gottlieb

Media Buyer: Jennifer Park

Programme: Tess of the d’Urbervilles

TV station: London Weekend TV

Date: 8 March, 20.00

Break transmission time: 20.30

BARB: 15.8 housewives