This was part of ITV’s Into The Unknown Week, a series of
programmes about UFOs and extra-terrestrial activity culminating in the
much-hyped film, Millennium, from the creator of the X-Files, Chris
Carter. The main challenge to the programme was BBC1’s Auntie’s Sporting
Advertisers targeting this break were attracted by the programme package
that would draw an upmarket ABC1 profile. It was felt that the slot
would have a strong appeal for both men and women.
There were seven advertisers in the first break: Coors Extra Gold,
Courts, Renault, Ericsson Mobile, Vision Express, L’Oreal Perfection and
Renault, promoting the Megane RT Sport, wanted a slot where the
programming was new and had a slightly different slant, appealing to a
younger ABC1 audience.
Gillette Sensor Excel for women chose the slot for its anticipated bias
towards young women across all socio-economic groups.
Coors Extra Gold, the premium draught lager, went for this break because
it offered a different feel to the usual weekend fare, so helping to
differentiate the brand.
Client: Coors Extra Gold
Agency: The Media Centre
Buyer: Matt Eaton
Client: Ericsson Mobile
Buyer: Chris Skinner
Client: Gillette Sensor
Agency: New PHD
Buyer: Matthew Veitch
Programme: Strange But True? UFO Encounters
TV station: ITV, LWT
Date: 27 June, 20.30
Break transmission time: 20.59
BARB: Housewives and children 15.1 TVRs (live)