Programme: British Comedy Awards
TV station: ITV, Central
Date: 13 December, 21.00
Break transmission time: 21.20
BARB: ABC1 Housewives 18.5 TVRs
BARB: 4(ABC1 women)
The wonder of this annual event, the British Comedy Awards, is that
there is enough material to fill two and-a-half hours of peak
airtime.
Broadcast live from London, this was the eighth ceremony of its kind,
complete with an array of guests who put the nominated programmes in the
shade.
Nevertheless, eight advertisers lined up in the opening break, making
the most of what was a jewel in ITV’s usually lacklustre Saturday
evening schedule. Tango Orange, Tesco, Oil of Ulay, Nokia, Mars Bars,
Braun Inter Clean, Calvin Klein CK1 and Malibu all squeezed into the
first break.
For Tesco, the aim was to reach as many people as possible with the news
of what Tesco has on offer for Christmas. The commercial was targeting a
core audience of upmarket housewives.
For Tango, the show was a high point in the ITV schedule, one of the
most important speciality programmes of the season and delivered the ad
in the right sort of environment.
Oil of Ulay was looking for light viewers and unique cover, which this
one-off was likely to attract.
Client: Tesco
Agency: Western Media
Buyer: Scott Green
Client: Tango
Agency: TMD Carat
Buyer: Amanda Roberts
Client: Oil of Ulay
Agency: Saatchi & Saatchi
Buyer: Sally Brushfield
