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

The return of Tracey Ullman to British screens has been awaited by some and met with resounding antipathy by others. For her new show, it seems the comedienne has reinvented herself as a Tracey Ullman/Ruby Wax hybrid.

The return of Tracey Ullman to British screens has been awaited by

some and met with resounding antipathy by others. For her new show, it

seems the comedienne has reinvented herself as a Tracey Ullman/Ruby Wax

hybrid.



Channel 5 proudly bagged the first viewing rights in the UK and placed

Ullman in the peak 8.30pm slot, confident the show’s US success would

translate over here. However, the reviewers generally panned the show,

complaining of a severe lack of irony.



Five advertisers raised enough enthusiasm to bag a place in the centre

break: 20th Century Fox with its video release of the Fifth Element,

Neutrogena hand cream, Shredded Wheat, Jif Kitchen Spray and the

Times.



The Times was promoting its Saturday relaunch and the buyer thought this

tied in well with Tracey Takes On ..., deeming it the right sort of

environment for the newspaper.



Shredded Wheat chose the slot to target ABC1 housewives and the buyer

took the show’s success in the US as proof it was a good place in which

to launch a run of ads for the breakfast cereal.



Jif Kitchen Spray cited similar reasons for its appearance.





Client: Shredded Wheat

Agency: Universal McCann

Buyer: Tony Newby

Client: The Times

Agency: TMD Carat

Buyer: Janette Harrison

Client: Jif Kitchen Spray

Agency: Initiative Media

Buyer: Martyn Greek

Programme: Tracey Takes On ...

TV station: Channel 5

Date: 8 January, 20.30

Break transmission time: 20.45

BARB: 0.9 housewife TVRs (live)