For period drama junkies, ITV’s new Hornblower provided a fix of
three-cornered hats and dashing manliness. The first of four
feature-length dramas based on CS Forester’s short stories, this made a
serious dent in ITV’s drama budget.
The plot revolves around Forester’s naval hero, Hornblower, and explores
England’s war with France in the late 19th century.
Seven advertisers crowded into the first ad break: Honda Accord,
Barclays Bank, Maltesers, Polygram Video, Vileda Freshmate, CGU and BT
Maltesers chose an ad spot which would attract women of all ages and
believed Forester’s drama could provide access to an attractive upmarket
CGU, which broke its launch advertising campaign last week following its
recent merger between Commercial Union and General Accident, was keen to
tap into a male-biased audience attracted by the military drama.
With the heavy promotion surrounding Hornblower, the first ad break
promised to pull in strong audiences.
BT Highway chose the break because it was keen to attract a high AB
adult audience which would pick up light viewers, a key target market
for the BT service.
Agency: Zenith Media
Buyer: Martin Radford
Agency: The Negotiation Centre
Buyer: Richie Dahill
Client: BT Highway
Agency: Allmond Partnership
Buyer: Leigh Yoxall
TV station: ITV Carlton
Date: 7 October, 20.00
Break transmission time: 20.23
BARB: Housewives 13.5, Men 12.7 TVRs (live)