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

London Fashion Week has, as ever, caused a stir in the media, and

in this well-timed documentary, Clive James found the perfect foil for

his flip commentary in the vacuous world of haute couture.

With the original plan of trailing Naomi Campbell scuppered by her

legendary tardiness, James instead settled for a revealing look at the

whole business.

Advertisers could see that the programme would attract a good Sunday

night audience. Appearing in the first break were BMW, British Gas

Trading, Maybelline Lipstick, BSkyB, L’Oreal Plenitude and Elida

Faberge’s Organics.

BMW launched its new 3 series on 24 September with the TV buyer picking

off the best programming with an emphasis on high ABC1 audiences. Clive

James also attracts the hard to reach light viewing audience.

British Gas Trading is running a campaign offering cheap electricity to

customers until 2001. The programme provided a young, aspiring and

upmarket adult audience who are likely contenders for conversion.

For Organics, the programme provided an ideal fit. As models preened

themselves, Organics found its niche in promoting products which improve

hair when used with heat.

Client: BMW

Agency: Zenith Media

Buyer: Matt House

Client: British Gas Trading

Agency: BMP DDB

Buyer: Patt George

Client: Organics

Agency: Initiative Media

Buyer: Richard Baker

Programme: Clive James Meets the Supermodels

TV station: ITV Central

Date: 27 September, 22.15

Break transmission time: 22.33

BARB: Housewives 11.4 TVRs (live)