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

Lynda La Plante has a series of TV hits under her belt (Prime Suspect, Widows), but also a few recent misses (She’s Out, Civvies).

Lynda La Plante has a series of TV hits under her belt (Prime

Suspect, Widows), but also a few recent misses (She’s Out, Civvies).



This one-off drama, Supply and Demand, which also marked the acting

debut for the comedian, Freddie Starr, is La Plante’s latest crack at

quality drama. If it is deemed to have been successful by the Network

Centre powers that be, it could be commissioned as a full-length

series.



But reactions to this pilot were mixed. Ratings were OK but not

spectacular, though seven advertisers had lined up in the first break to

test the waters: First Direct, Kleenex, Orange, Halls Lozenges,

Sanatogen, PPP Healthcare and Emirates Airlines.



For Kleenex, advertising its Ultra range, the programme offered the

opportunity to reach light viewers who fall into its housewives and

upmarket housewives target market. La Plante’s reputation also

guaranteed the show appointment-to-view status.



The one-off nature of the drama also lured Orange, which always favours

special, upmarket dramas.



First Direct saw the programme as a smart buy, particularly since it was

almost sure to be ’pick of the day’ in most papers.



Client: First Direct



Agency: New PHD



Buyer: Lisa Jones



Client: Kleenex



Agency: John Ayling



Buyer: Richard Kok



Client: Orange



Agency: WCRS



Buyer: John Davidson



Programme: Supply and Demand



TV station: ITV Central



Date: 5 February, 21.00



Break transmission time: 21.20



Barb: 11 ABC1 adult TVRs (live).



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