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
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.
Agency: the Network
Buyer: Hal Kayaki
Client: Territorial Army
Agency: the Media Centre
Buyer: Kevin West
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)