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

With a budget of around pounds 1 million per hour, an intensive trailer campaign and enough A-list thesps to sink the Groucho, Channel 4’s adaptation of Anthony Powell’s A Dance to the Music of Time was guaranteed to pull in an exceptionally high audience of ABs.

With a budget of around pounds 1 million per hour, an intensive

trailer campaign and enough A-list thesps to sink the Groucho, Channel

4’s adaptation of Anthony Powell’s A Dance to the Music of Time was

guaranteed to pull in an exceptionally high audience of ABs.



This episode - the first instalment of a four-parter - was two hours

long, and the first ad break was of significantly higher quality than

the final one. Perhaps the buyers had seen the rushes. But it’s not

every day that an advertiser can sandwich itself between the likes of

Sir John Gielgud and Edward Fox. Advertisers in the first break were:

BMW, Equitable Life, Sainsbury’s Homebase, L’Oreal Plenitude and BT.



BMW pushed the boat out with three ads in the first break, realising

that a programme of this calibre was too good to miss. The understated

approach to the car’s finer features contrasted well with the drama’s

lavish production values.



Homebase and Equitable Life - bought by the same person - wanted to be

part of Channel 4’s biggest-yet investment in drama. ’It is very

Equitable Life, and good for Homebase’s new image,’ he said.



Client: BMW

Agency: Zenith Media

Buyer: Matt Howe

Client: Equitable Life

Agency: New PHD

Buyer: Simon Willis

Client: Sainsbury’s Homebase

Agency: New PHD

Buyer: Simon Willis

Programme: A Dance to the Music of Time

TV station: Channel 4

Date: 9 October, 21.00

Break transmission time: 21.20

BARB: 11.4 AB men TVRs (live)