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

Teenage sex, drugs, menage a trois, murder and adultery. It’s all on tap at 7pm if you tune into Emmerdale, a far cry from its launch 25 years ago. This hour-long episode marked the silver anniversary of a soap whose ratings have risen from 7.1 million in June 1994, to 11.6 million this episode.

Teenage sex, drugs, menage a trois, murder and adultery. It’s all

on tap at 7pm if you tune into Emmerdale, a far cry from its launch 25

years ago. This hour-long episode marked the silver anniversary of a

soap whose ratings have risen from 7.1 million in June 1994, to 11.6

million this episode.



Emmerdale’s spice, and its large audiences, have transformed it from a

backwater of early peaktime TV into a must for advertisers seeking a

broad audience.



Ads in the first break of this anniversary episode were Burger King, Oil

of Ulay Colour Moist Lipsticks, Blue Fairy, Pedigree Chum, Nintendo 64,

Safeway and One-2-One.



Burger King chose the slot because the extended show guaranteed a good

audience, and appearing in the first ad break avoided competing with

EastEnders.



Oil of Ulay used the slot as part of a launch campaign for its lipstick

range. Emmerdale attracts a strong female audience across all age

groups.



One-2-One’s pre-paid voucher scheme ads are aimed at soaps, drama and

light entertainment with a wide audience base and strong ratings.

Emmerdale fitted the bill.





Client: Burger King

Agency: Zenith Media

Buyer: Duncan Coker

Client: Oil of Ulay

Agency: Saatchi & Saatchi

Buyer: Marcus Jones

Client: One-2-One

Agency: Motive

Buyer: Sarah Nicholls

Programme: Emmerdale

TV station: ITV Carlton

Date: 16 October, 19.00

Break transmission time: 19.11

BARB: Housewives 17 TVRs (live)



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