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

In the face of tough competition from BBC1 with its World Cup coverage, ITV successfully drew in an alternative non-footy audience with the first of two feature-length episode of Bramwell.

In the face of tough competition from BBC1 with its World Cup

coverage, ITV successfully drew in an alternative non-footy audience

with the first of two feature-length episode of Bramwell.



In this instalment, Dr Eleanor Bramwell witnesses great displays of

patriotism as the Boer War gets under way. Against this backdrop she

finds herself struggling with her decision to accept Dr Marsham’s

proposal of marriage, while conducting a few miraculous operations along

the way.



This is a popular period drama guaranteed to pull in a strong female

audience, particularly during the World Cup. Advertisers in the first ad

break reflected the female bias in the audience: Maybelline, Bristol and

West, Kellogg’s Choco Flakes, Sainsbury’s, McDonald’s, Oil of Ulay and

Fiat’s Seicento.



The TV buyer for McDonald’s has been buying a lot of slots during ITV’s

World Cup action, but in order to gain the maximum coverage also bought

slots during alternative programmes. For Fiat’s new Seicento campaign,

Bramwell provided the perfect opportunity to target ABC1 women and

Sainsbury’s was chasing the same desirable market.





Programme: Bramwell

TV station: ITV Carlton

Date: 15 June, 22.00

Break transmission time: 22.21

BARB: 15.3 Housewives TVRs (live)

Client: Sainsbury’s

Agency: New PHD

Buyer: Adam Turner

Client: McDonald’s

Agency: Leo Burnett

Buyer: Johnny Bayton

Client: Fiat Seicento

Agency: MediaVest

Buyer: Ricki Assenheim