The hapless Neil Morrissey was given a chance to flex his thespian
muscles beyond beer and breasts in ITV’s Saturday night peak-time
offering, the Vanishing Man.
The programme was a reasonably strong vehicle, but ITV could probably
put Morrissey in the starring role of a War and Peace adaption set in a
pie factory and still pull in a strong female audience.
Advertisers in the first break were Rover, RAC, Boots Photo Service,
News of the World, Kraft Philadelphia and Sainsbury’s.
The buyer for Kraft Philadelphia said that weekend airtime played an
important role in reaching the brand’s BC1 women target audience. This
show, unlike many other peak-time dramas, was likely to have a younger
profile, around the target 16-34 mark.
The RAC’s buyer felt there wasn’t much new programming around, and that
this was a good opportunity to target ABC1 men, and also achieve a
healthy secondary target of ABC1 adults.
Boots Photo Service was weighting its airtime towards Wednesday to
Saturday, and thought it would get a more upmarket audience for the
Vanishing Man than for most Saturday night films.
Client: Kraft Philadelphia
Agency: Zenith Media
Buyer: Anna Campbell
Agency: BBJ Media Services
Buyer: Gavin Dorset
Client: Boots Photo Service
Agency: BMP Optimum
Buyer: Ben Jones
Programme: The Vanishing Man
TV station: ITV LWT
Date: 25 July, 19.45
Break transmission time: 20.05
BARB: 8.5 ABC1 women TVRs (live)