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

Dubbed ’the Cathy Come Home for the 90s’, No Child of Mine took a hard look at the taboo subject of sexual abuse and was written by Guy Hibbert of Prime Suspect.

Dubbed ’the Cathy Come Home for the 90s’, No Child of Mine took a

hard look at the taboo subject of sexual abuse and was written by Guy

Hibbert of Prime Suspect.



The debate the programme generated helped guarantee its position as one

of ITV’s most-watched programmes of the week.



There were four advertisers in the first break: Ford for the Escort, the

Territorial Army, National Provident and Quorn.



The Network First programme has consistently performed well for

advertisers, delivering a light ABC1 audience. But there was clearly

some nervousness among advertisers, in retrospect, about being involved

in a show touching on such a sensitive issue.



Quorn is normally at home in this environment. However, its media buyer,

New PHD, did not want it reported that it had an ad running in this

particular break.



The Army and Ford, which regularly buy airtime during Network First

programmes, said a show as heavily talked about as No Child of Mine was

generally worth being in. Ford identified the programme as contentious

but decided its subject matter was a fact of life.



Client: Ford

Agency: the Network

Buyer: Hal Kayaki

Client: Territorial Army

Agency: the Media Centre

Buyer: Kevin West

Client: Quorn

Agency: New PHD

Buyer: Jim McDonald

Programme: Network First,

No Child of Mine

TV station: ITV Carlton

Date: 25 February, 22.40

Break transmission time: 23.06

Barb: Housewives with children 16.6 TVRs (live)