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

It may have looked pretty much the same and, thanks to the continued presence of Murray Walker, it still sounded the same. But this was the first Formula One Grand Prix race to be screened on ITV.

It may have looked pretty much the same and, thanks to the

continued presence of Murray Walker, it still sounded the same. But this

was the first Formula One Grand Prix race to be screened on ITV.



Channel Three left the BBC on the starting grid back in December 1995

when it snapped up the rights to broadcast all 16 Grand Prix races from

1997 for a reputed pounds 60 million. ITV’s hopes of earning a return on

its investment hinge on harnessing the hype and attracting a big new

audience.



Three advertisers appeared in the first break during the early Sunday

morning live coverage of the Australian race: Audi, Air Canada and the

Prudential.



For Audi, the appeal was being able to reach the select number of

affluent young men who would have tuned in - the rationale was that for

anyone getting up at 2am, the race was definitely an appointment to

view.



Air Canada was also chasing ABC1 males - especially those who might

follow the Grand Prix from country to country.



The Prudential was confident the race would be watched by those more

likely to be taking the financial decisions in the family.



Client: Audi

Agency: BBJ Media Services

Buyer: Andy Matthew

Client: Air Canada

Agency: Universal McCann

Buyer: Jon Clarke

Client: The Prudential

Agency: New PHD

Buyer: Bijan White

Programme: Formula One Australian Grand Prix

TV station: ITV

Date: 9 March, 2.10am

Break transmission time: 2.30am

Barb: 2.4 ABC1 men



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