Making their debut on Channel 4, the Geordie
actors-turned-pop-stars-turned-TV-presenters got off to a cracking start
as Ant quipped: ’You know why it’s called Channel 4? Because that’s its
average audience.’ Or, as someone else put it, that’s double the
audience of the Big Breakfast.
One would have thought the two would have been more at home on Channel 4
than the BBC. However, on first viewing, it was not as unzipped as it
was cracked up to be.
Still, three advertisers fought it out in the break: Pepsi Max, Crosse
and Blackwell’s Branston Pickle and Spillers’ Winalot.
The attraction for them was, partly, being on a first-run show. The
programme, although aimed chiefly at pre-teens and teens, also has a
record of attracting older viewers in the 16 to 34 age range.
Branston Pickle was certainly looking for that older end - particularly
students keen on easy meals. For Pepsi Max, in search of zany comedy and
off-the-wall programmes, Ant and Dec, on paper at least, looked like a
perfect place to be.
While it appears an odd spot for Winalot, the brand was aiming at
children with dogs, who influence the family choice of petfood.
Agency: BMP DDB
Buyer: Peter Belkin
Client: Crosse and Blackwell
Agency: McCann-Erickson Buyer: Andrew Quin
Agency: The Network
Buyer: Anthony Greenidge
Programme: Ant and Dec Unzipped
TV station: Channel 4 (England)
Date: 18 February, 18.25
Break transmission time: 18.45
Barb: Children 3.4 TVRs (live)